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  

An Analysis on Impact of Corporate Social Responsibility on Brand Equity——A Moderating Effect of Information Acquisition Mode

作　　者：韩娜[1] 李健[2] 

机构地区：[1]北京理工大学管理与经济学院,北京100081 [2]北京理工大学人文与社会科学学院,北京100081

出　　处：《浙江工商大学学报》2014年第1期91-100,共10页Journal of Zhejiang Gongshang University

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)

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。The relationship between corporate social responsibility and brand equity has not been explicit; some scholars thought that corporate social responsibility could promote brand equity, but some scholars opposed the opinion. Based on the systematic research literature at home and abroad, the author divided corporate social responsibility into environmental responsi- bility, community responsibility and consumer responsibility, and divided brand equity into brand association, perceived quali- ty and brand loyalty, explored the relationship between corporate social responsibility and brand equity, and at the same time, analyzed mediating effect of different information acquisition in the relationship between social responsibility and trust. The results showed that environment responsibility had a significant effect on brand equity and brand loyalty; community responsibility only influenced brand association; consumer responsibility affected brand equity and its dimensions through trust; information acquisition mode had a significant moderating effect on the relationship between corporate social responsibility and trust.

关 键 词：企业社会责任 品牌资产 信息获取方式 

分 类 号：F279.23[经济管理—企业管理]