The influence of the corporate social responsibility disclosures on consumer brand attitudes under the impact of CO VID-19

This study focuses on the use of we-media by small-and medium-sized enterprises(SMEs)to disclose internal corporate social responsibility(ICSR)under the impact of the 2019 novel coronavirus disease(COVID-19).Study 1 interprets the catalyst effect of COVID-19 on the externalization of SMEs'ICSR.The fuzzy grading evaluation method is initially verified.Under the impact of COVID-19,SMEs fulfilling their ICSR can enhance consumer brand attitudes.Study 2 uses a structural equation model and empirical analysis of 946 effective samples and finds that consumers perceive the self-sacrifice of corporations during the coronavirus disease period.SMEs can fulfill their ICSR to enhance the internal explanation mechanism of consumer brand attitudes and the moderating role of enterprise losses.

Consumer Purchase Behavior based on product concept learning

Form consumer learning perspective, a theoretical analysis of the structure of brand knowledge is gave. Product concepts will be transformed into knowledge nodes, association links and affective response which are stored in consumer memory. Consumer brand knowledge is composed of brand awareness, brand image and brand attitude. Data are collected from questionnaire. The structure of brand knowledge is confirmed by exploratory factor analysis. Form a binary logistic regression analysis of brand knowledge and consumer purchase behavior, it found that brand attitude is the main factor to predict and explain the purchase behavior based on product concepts.

The Effect of Para-Social Interaction in Endorsement Advertising: SEM Studies Based on Consumers’ Exposure to Celebrity Symbols

This paper explores how consumers’ para-social interaction(PSI) bridges source credibility and consumer brand-related responses when they are exposed to advertising images with celebrity symbols. Two studies were conducted by collecting data through online surveys. The results, based on a structural equation modelling analysis, show that both perceived attractiveness and expertise of celebrities could affect the strength of consumer-celebrity PSI, which in turn allow the consumer to establish a personal connection with the endorsed brand and result in positive brand-related responses. Additionally, when a celebrity possess only one kind of advantage, whether it is perceived physical appearance or perceived expertise in specific field, the audience’s willingness to interact with the celebrity would increase as the celebrity’s perceived expertise increases. But when a celebrity is outstanding in both perceived physical appearance and perceived expertise, the intensity of the audience’s willingness to interact with the celebrity is more susceptible to the change of the perceived appearance of the celebrity. The research proves the indispensable role of the consumer-celebrity PSI for transferring the symbolic meaning of the celebrity endorser to the meaning of the consumer self, inspiring the consumercelebrity relationship perspective in endorsement advertising research. In addition, the research supplies the source credibility models and brand attitude models.