南开管理评论
南開管理評論
남개관리평론
Nankai Business Review
2014年
6期
19~29
,共null页
企业社会责任 产品相关责任 慈善行为 公益实践 品牌评价
企業社會責任 產品相關責任 慈善行為 公益實踐 品牌評價
기업사회책임 산품상관책임 자선행위 공익실천 품패평개
Corporate Social Responsibility（CSR）; Products Responsibility; Philanthropy; Business Practices; Brand Evaluation
现代企业在追求利润的同时也开始承担企业社会责任（CSR）,企业履行不同的CSR方式对消费者品牌评价会带来不同的影响、企业如何结合自身特点、选择适合自己的CSR行为方式实现社会与企业的共赢等问题是现有文献的研究断层。本文通过实验研究,检验了产品相关责任行为、慈善行为、公益实践这三种CSR行为方式对消费者品牌评价的影响。研究发现,CSR行为中产品相关责任行为和慈善行为对消费者品牌评价的提升作用显著,其中产品相关责任行为的影响作用最显著。进一步研究表明,在企业慈善行为中,产品与CSR行为的匹配性对消费者的品牌评价具有调节作用。本文的理论创新点在于,测量了产品相关责任、慈善行为、公益实践三种方式对消费者品牌评价的影响差异,进一步分析了CSR行为与产品的匹配性在善因营销和捐赠行为这两种慈善行为方式中表现出的不同调节作用。研究结论对企业进行CSR决策提供了策略性建议。
現代企業在追求利潤的同時也開始承擔企業社會責任（CSR）,企業履行不同的CSR方式對消費者品牌評價會帶來不同的影響、企業如何結閤自身特點、選擇適閤自己的CSR行為方式實現社會與企業的共贏等問題是現有文獻的研究斷層。本文通過實驗研究,檢驗瞭產品相關責任行為、慈善行為、公益實踐這三種CSR行為方式對消費者品牌評價的影響。研究髮現,CSR行為中產品相關責任行為和慈善行為對消費者品牌評價的提升作用顯著,其中產品相關責任行為的影響作用最顯著。進一步研究錶明,在企業慈善行為中,產品與CSR行為的匹配性對消費者的品牌評價具有調節作用。本文的理論創新點在于,測量瞭產品相關責任、慈善行為、公益實踐三種方式對消費者品牌評價的影響差異,進一步分析瞭CSR行為與產品的匹配性在善因營銷和捐贈行為這兩種慈善行為方式中錶現齣的不同調節作用。研究結論對企業進行CSR決策提供瞭策略性建議。
현대기업재추구리윤적동시야개시승담기업사회책임（CSR）,기업리행불동적CSR방식대소비자품패평개회대래불동적영향、기업여하결합자신특점、선택괄합자기적CSR행위방식실현사회여기업적공영등문제시현유문헌적연구단층。본문통과실험연구,검험료산품상관책임행위、자선행위、공익실천저삼충CSR행위방식대소비자품패평개적영향。연구발현,CSR행위중산품상관책임행위화자선행위대소비자품패평개적제승작용현저,기중산품상관책임행위적영향작용최현저。진일보연구표명,재기업자선행위중,산품여CSR행위적필배성대소비자적품패평개구유조절작용。본문적이론창신점재우,측량료산품상관책임、자선행위、공익실천삼충방식대소비자품패평개적영향차이,진일보분석료CSR행위여산품적필배성재선인영소화연증행위저량충자선행위방식중표현출적불동조절작용。연구결론대기업진행CSR결책제공료책략성건의。
Non-profit corporate social responsibility has to be taken by modern enterprises in the pursuit of profit. Different activities of corporate social responsibility will lead to different brand evaluations from customers. Therefore, it is necessary to study how to choose proper corporate social responsibility activity to realize the win-win between the corporate and society. First, the impact of products responsibility, philanthropy and business practices on brand evaluations are investigated experimentally. It shows that products responsibility and philanthropy in CSR activities can promote brand evaluations significantly. Especially, the products responsibility is the most significantly, but among all of these three activities, the business practices have little inf luence on customer brand evaluation. Second, the experiment is designed to study the moderating role of the fit between the CSR activity and the product. It indicates that cause-marketing and donate have different moderating roles. There are two theory innovation points in this paper. Firstly, three kinds of corporate social responsibility activities are studied, they are products responsibility, philanthropy and business practices, all of these activities have different effects to the customer brand evaluation, so the conclusion supports evidence on selecting the suitable corporate social responsibility activity to company. Secondly, the moderating role of the fit between the CSR activity and the product is analyzed in philanthropy, there are two kinds of philanthropy activity, one is cause-marketing, another is donate, we find that the moderating role of the fit between caused-marketing activity and the product is significant, but the moderating role of the fit between donate activity and the product is not significant. The studies here provide useful suggestions on how to make decision about corporate social responsibility, the suitable corporate social responsibility activity can improve the customer brand evaluation. So, the suggestions can help the company to obtain marketing performance through the corporate social responsibility activity.
