基于消费者视角的企业社会责任与奢侈品品牌资产构建

Relationship Between CSR and Luxury Brand Equity Building from Consumers Perspective

随着建设可持续发展社会和以人为本社会价值观念的强化,良好的企业声誉能够帮助企业提高自身的核心竞争力,增强消费者的忠诚度,同时消费者作为企业最重要的利益相关者之一,他们的企业认同与品牌忠诚度决定着企业的市场效益,影响企业的财务绩效,从而实现品牌价值创造。影响企业声誉的因素有很多,本文主要研究企业社会责任对企业声誉的影响,结合奢侈品品牌与消费行为学既有的研究,解读基于消费者心智的奢侈品企业履行社会责任与奢侈品品牌资产构建的正向驱动关系。

As the concepts of sustainable development society and human-centered values have become entrenched,a positive corporate reputation can not only sharpen companies’core competitiveness,but consolidate consumers’loyalty as well.In turn,consumers’identification with companies and consumer brand loyalty are conducive to corporate bottom line and financial performance,and thus lead to value creation.Since many factors affect corporate reputation,the paper embarks on the influence of Corporate Social Responsibility(CSR)on corporate reputation,committed to a logical analysis of luxury companies’CSR as a driver of luxury brand equity building.