企业社会责任对品牌塑造的影响

The Influence of Corporate Social Responsibility on Brand Building

中国企业社会责任的不断提升,促进了消费者对国产品牌的认可度,有利于企业塑造品牌形象,对尽快实现自身产业转型升级有重要意义。通过分析253份企业问卷调查数据,探讨企业社会责任对品牌塑造的影响机制,构建伦理责任、慈善责任、社会效益、经济效益与文化效益的研究框架。结果表明,企业伦理责任与企业慈善责任显著提高品牌塑造中的社会效益、文化效益和经济效益。结论对企业如何提升品牌形象,传递社会价值,进而推动国产品牌可持续发展提供参考。

The enhancing of the sense of social responsibility of China′s enterprises has promoted consumers′recognition of domestic brands,which is helpful for the enterprises to build their brand images and realize the transformation and upgrading as soon as possible.Based on an analysis of the survey data from 253 enterprises in China,this paper discusses the influence mechanism of corporate social responsibility on brand building,and constructs a research framework for the ethical responsibility,charitable responsibility,social value,economic value and cultural value of enterprises.The results show that corporate ethical and charitable responsibility can significantly increase the social,cultural and economic value concerning the brand building,which may provide reference for the domestic enterprises to enhance their brand images,transfer their social value,and promote the sustainable development of the brands at home.