企业社会责任视角的品牌竞争力构建——以信任为中介

Construction of Brand Competitiveness from the Perspective of Corporate Social Responsibility——with Trust as an Intermediation

随着社会经济的发展,企业社会责任(CSR)越来越成为全球性的焦点,并要求企业从战略上予以全面的回应。该文从消费者视角,以大庆乳业控股有限公司为研究对象,对CSR和品牌竞争力之间的关系进行研究。研究证实了CSR对于品牌竞争力的积极影响,并且信任在这一关系中发挥中介作用。因此企业应该主动、积极、有针对性地履行社会责任,制定相应的品牌策略,借助消费者感知传播和改善品牌形象,并使所有利益相关者对公司品牌产生积极、正面的联想,提升企业的品牌竞争力。

With the development of social economy, corporate social responsibility （CSR） increasingly became the focus of global attention, and it demanded enterprises to give a comprehensive response in the form of strategy. From the perspective of consumers, the relationship between CSR and brand competitiveness was studied, taking Daqing Dairy Holding Co., Ltd. as the research object. The research confirmed the positive impact of CSR on brand competitiveness, and trust played an intermediary role in this relationship. Therefore, enterprises should take initiatives actively to fulfill their social responsibilities, establish the corresponding brand strategy, and enhance the perception of consumers, improve the brand image, and make all stakeholders have a positive association of corporate brand, enhance brand competitiveness of enterprises.