企业社会责任活动与企业能力的匹配概述

An Overview on the Fit of Corporate Social Responsibility Activities and Corporate Capabilities

企业社会责任(Corporate social Responsibility,CSR)和企业能力(Corporate Ability,CA)作为消费者感知企业整体形象的两个重要维度,它们之间的匹配影响消费者的态度和评价。本文首先梳理了CSR与CA匹配的理论基础,然后分析了两种类型的匹配,并进一步说明了何时不匹配也是有效的,最后探讨了实践启示、研究不足及未来研究方向。

Corporate Social Responsibility (CSR) and Corporate Ability (CA) as the two important dimensions of consumer perceived corporate image, whether they are fit with each other, affect consumer attitude and evaluation towards the company. Firstly, this paper reviews the theoretical basis for CSR and CA fitness, and then analyzes the two types of fitness, and further illustrates the effective situation when they are not fitted. Finally, the paper discusses the practical implications, the lack of present research and future direction of the research.