环境不确定下的营销投入、企业社会责任与企业声誉的关系研究

Research on the Relationship between Marketing Investment,Corporate Social Responsibility and Corporate Reputation under Uncertain Environment

本文以2014—2017年中国A股制造业上市公司为研究对象,基于信号传递理论、利益相关者理论和资源依赖理论,实证研究了营销投入与企业声誉的关系,以及企业社会责任和环境不确定性对上述二者之间关系的调节作用。研究结果表明:增加营销投入能够显著提升企业声誉,企业社会责任和环境不确定性对"营销投入—企业声誉"的关系均具有显著的正向调节作用;进一步研究发现,环境不确定性越高,企业社会责任对"营销投入—企业声誉"关系的调节作用越强。

By using China’s A-share listed manufacturing companies over the period of 2014-2017 as the research object,based on the theory of signal transmission,stakeholder theory and resource dependence theory,this paper discusses the relationship between marketing investment and corporate reputation,and the impact of corporate social responsibility and environmental uncertainty on this relationship. The research results show that marketing investment can significantly enhance the reputation of the company. Corporate social responsibility and environmental uncertainty both positively moderate the relationship between marketing investment and corporate reputation. Further research shows that the higher the environmental uncertainty is,the more strongly the corporate social responsibility can moderate the relationship between marketing investment and corporate reputation.