慈善捐赠行为对企业品牌资产影响的实验研究  

An Experimental Study on the Effect of Corporate Philanthropy on Brand Equity

作　　者：杨志坚[1] 薛永基[2] 

机构地区：[1]北京理工大学出版社,北京100081 [2]北京林业大学经济管理学院,北京100083

出　　处：《商业研究》2013年第9期70-78,共9页Commercial Research

基　　金：教育部博士点基金项目"社会责任对企业品牌资产影响的机理与实证研究";项目编号:20101101110035

摘　　要：慈善捐赠行为对企业品牌资产的影响机理是一个理论难题,也是实务界关心的现实问题。本文采用实验研究方法,基于顾客的品牌资产理论认知,以大学生和高校后勤职工为对象,考察了不同类型慈善捐赠行为对企业品牌资产的影响,并分析了感知风险的调节作用。实验研究表明,"反应性-一般群体"类和"先行性-特定群体"类慈善捐赠行为能够提升品牌忠诚;四类慈善捐赠行为均对品牌知晓和品牌形象产生了正面影响;感知风险在慈善捐赠行为和企业品牌资产之间具有调节作用。The effect mechanism of corporate philanthropy on brand equity is a theoretical problem, while companies pay more attention to it. Based on the theory of brand equity and the samples of university students and staffs of the university service company, this paper tests the effects of different types of corporate philanthropy on brand equity, and analyses the mediating effects of perceived risk between them. Experimental study shows, corporate philanthropy of Reactive - Gener- al and Proactive - Directed can improve brand loyalty; four types of corporate philanthropy have positive effect on brand awareness and brand image; perceived risk has mediating effect between corporate philanthropy and brand equity.

关 键 词：慈善捐赠行为 品牌资产 行为类型 感知风险 

分 类 号：F274[经济管理—企业管理]