南开管理评论
南開管理評論
남개관리평론
Nankai Business Review
2009年
1期
71~83
,共null页
企业公开信息 企业社会责任感 企业能力 消费者品牌关系 品牌情感 品牌信任
企業公開信息 企業社會責任感 企業能力 消費者品牌關繫 品牌情感 品牌信任
기업공개신식 기업사회책임감 기업능력 소비자품패관계 품패정감 품패신임
Corporate Publicity; Corporate Social Responsibility; Corporate Ability; Customer-brand Relationship; Brand Affection; Brand Trust
本文探讨了当反映企业社会责任感的公开信息和反映企业能力的公开信息同时出现时，两种信息会以怎样的交互模式、通过怎样的机制共同影响消费者与品牌的关系强度。以快餐行业公司为对象的实验研究结果显示，当控制已有关系强度后，反映企业社会责任感的公开信息会对消费者一品牌关系强度产生显著的影响，而反映企业能力的公开信息对消费者对品牌的感知，评价以及与消费者一品牌的关系强度都没有显著的影响。而且，两种企业公开信息对消费者一品牌关系强度的影响存在显著的交互作用，交互形式与公平启发理论的预测相符。此外，品牌信任和品牌情感在企业公开信息对关系强度的影响中起到中介作用。
本文探討瞭噹反映企業社會責任感的公開信息和反映企業能力的公開信息同時齣現時，兩種信息會以怎樣的交互模式、通過怎樣的機製共同影響消費者與品牌的關繫彊度。以快餐行業公司為對象的實驗研究結果顯示，噹控製已有關繫彊度後，反映企業社會責任感的公開信息會對消費者一品牌關繫彊度產生顯著的影響，而反映企業能力的公開信息對消費者對品牌的感知，評價以及與消費者一品牌的關繫彊度都沒有顯著的影響。而且，兩種企業公開信息對消費者一品牌關繫彊度的影響存在顯著的交互作用，交互形式與公平啟髮理論的預測相符。此外，品牌信任和品牌情感在企業公開信息對關繫彊度的影響中起到中介作用。
본문탐토료당반영기업사회책임감적공개신식화반영기업능력적공개신식동시출현시，량충신식회이즘양적교호모식、통과즘양적궤제공동영향소비자여품패적관계강도。이쾌찬행업공사위대상적실험연구결과현시，당공제이유관계강도후，반영기업사회책임감적공개신식회대소비자일품패관계강도산생현저적영향，이반영기업능력적공개신식대소비자대품패적감지，평개이급여소비자일품패적관계강도도몰유현저적영향。이차，량충기업공개신식대소비자일품패관계강도적영향존재현저적교호작용，교호형식여공평계발이론적예측상부。차외，품패신임화품패정감재기업공개신식대관계강도적영향중기도중개작용。
This study explores how two kinds of corporate publicity influence the customer-brand relationship. Due to their frequent occurrence and widespreadrecognition, corporate publicities may enhance/damage organizations in a variety of ways. Much evidence of the main contributing/destructive effects has been documented in marketing literature. However, our understanding about the interactions among different publicities is still incomplete. In this paper, two major categories of corporate publicities, publicity related to corporate ability and publicity related to corporate social responsibility, are identified and both the underlying mechanisms and the specific patterns of their effect on customer-brand relationship are examined. In particular, we propose that brand trust and brand affection are the key factors through which the two kinds of corporate publicity influence customer-brand relationship strength. In addition, competing hypotheses based on two-factor theory and fairness heuristic theory are proposed to explore the interaction pattern between ability publicity and social responsibility publicity. A 2×2 between-subject and scenario-based experiment was conducted. The fast food service industry was selected as the experiment context due to its high media exposure and familiarity to subjects. The method of MANCOVA was used in data analysis. Results suggest that publicity related to corporate social responsibility significantly influences customer-brand relationship strength, while publicity related to corporate ability has no significant effect. One possible explanation for the insignificant effect of corporate ability publicity is that subjects are more certain about corporate ability knowledge, while they hold relatively obscure information about corporate social responsibility. Furthermore, the interaction between the two publicities is consistent with the pattern predicted by fairness heuristic theory, in which social responsibility publicity has a stronger effect when it coexists with negative ability publicity. In addition, brand trust and brand affection play mediating roles on the effect of publicity on customer-brand relationship. Implications and limitations of this research are also discussed.
