企业社会责任对品牌资产的影响分析——以信息获取方式为调节变量
发布时间：2019-08-13 20:34
【摘要】：企业社会责任与品牌资产关系尚未明确,究其缘由,以往研究忽略了对信息传递方式的分析。本文在系统梳理国内外相关研究文献基础上,将信息传递方式引入模型,将Howard的消费者决策模型作为理论依据,分析了企业社会责任不同维度(环境责任、社区责任和消费者责任)和品牌信任及品牌资产与其维度(品牌联想、感知质量和品牌忠诚)的作用关系,并分析了不同信息传递方式在企业社会责任和品牌信任作用过程中的调节效应。研究表明,企业环境责任对品牌忠诚和品牌资产作用关系显著;社区责任仅与品牌联想的作用关系显著;消费者责任通过品牌信任间接影响品牌资产及各维度。信息传递方式在企业社会责任和品牌信任作用过程中存在调节效应。
[Abstract]:The relationship between corporate social responsibility and brand equity is not clear. Previous studies ignore the analysis of the mode of information transmission. On the basis of systematically combing the relevant research literature at home and abroad, this paper introduces the information transmission mode into the model, takes the consumer decision model of Howard as the theoretical basis, and analyzes the relationship between different dimensions of corporate social responsibility (environmental responsibility, community responsibility and consumer responsibility), brand trust and brand equity and its dimensions (brand association, perceived quality and brand loyalty). The adjustment effects of different information transmission methods in the process of corporate social responsibility and brand trust are analyzed. The results show that corporate environmental responsibility has a significant relationship with brand loyalty and brand equity, community responsibility only has a significant relationship with brand association, and consumer responsibility indirectly affects brand equity and its dimensions through brand trust. Information transmission has a regulatory effect in the process of corporate social responsibility and brand trust.
【作者单位】： 北京理工大学管理与经济学院;北京理工大学人文与社会科学学院;
【基金】：教育部博士点基金“社会责任对企业品牌资产影响的机理与实证研究”(20101101110035)
【分类号】：F270;F273.2
[Abstract]:The relationship between corporate social responsibility and brand equity is not clear. Previous studies ignore the analysis of the mode of information transmission. On the basis of systematically combing the relevant research literature at home and abroad, this paper introduces the information transmission mode into the model, takes the consumer decision model of Howard as the theoretical basis, and analyzes the relationship between different dimensions of corporate social responsibility (environmental responsibility, community responsibility and consumer responsibility), brand trust and brand equity and its dimensions (brand association, perceived quality and brand loyalty). The adjustment effects of different information transmission methods in the process of corporate social responsibility and brand trust are analyzed. The results show that corporate environmental responsibility has a significant relationship with brand loyalty and brand equity, community responsibility only has a significant relationship with brand association, and consumer responsibility indirectly affects brand equity and its dimensions through brand trust. Information transmission has a regulatory effect in the process of corporate social responsibility and brand trust.
【作者单位】： 北京理工大学管理与经济学院;北京理工大学人文与社会科学学院;
【基金】：教育部博士点基金“社会责任对企业品牌资产影响的机理与实证研究”(20101101110035)
【分类号】：F270;F273.2
【参考文献】
相关期刊论文 前8条
1 周祖城;张漪杰;;企业社会责任相对水平与消费者购买意向关系的实证研究[J];中国工业经济;2007年09期
2 黄群慧;彭华岗;钟宏武;张蒽;;中国100强企业社会责任发展状况评价[J];中国工业经济;2009年10期
3 李华q，
本文编号：2526347
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2526347.html
