CAJ | 학술논문

企业社会责任的缺失会引发丑闻事件,致使其品牌形象受损。那么,企业积极的社会责任行为能否修复已受损的品牌形象呢？文章通过实验研究发现：品牌丑闻事件发生后,企业的社会责任行为对其品牌形象有着显著的修复作用;丑闻责任负向调节企业社会责任行为对丑闻品牌形象的修复效果,责任越大,修复效果越弱;就品牌形象修复效果而言,慈善捐助始终是最佳选择,在丑闻责任较小情况下商业赞助显著优于事业关联营销,在丑闻责任较大情况下两者无差异;丑闻责任与企业社会责任行为的交互作用对丑闻品牌形象的影响受利他性归因的部分中介作用。
기업사회책임적결실회인발축문사건,치사기품패형상수손。나요,기업적겁적사회책임행위능부수복이수손적품패형상니？문장통과실험연구발현：품패축문사건발생후,기업적사회책임행위대기품패형상유착현저적수복작용;축문책임부향조절기업사회책임행위대축문품패형상적수복효과,책임월대,수복효과월약;취품패형상수복효과이언,자선연조시종시최가선택,재축문책임교소정황하상업찬조현저우우사업관련영소,재축문책임교대정황하량자무차이;축문책임여기업사회책임행위적교호작용대축문품패형상적영향수이타성귀인적부분중개작용。
The lack of corporate social responsibility（CSR）could lead to the occurrence of brand scandal,and make a harm-ful impact on its brand image. Whether can the implementation of CSR initiatives after brand scandal repair the damaged brand image-This paper,by making an experimental study,finds that：CSR initiatives have a significant repairing effect on the damaged image after brand scandal;Scandal responsibility has a negative moderating role in the repairing effect of CSR initiatives on the damaged brand image. The greater the responsibility,the weaker the repairing effect;As for the repair-ing effect of CSR initiatives on brand image,philanthropy is always the best choice. Commercial sponsorship is considerably better than caused-related marketing in the context of smaller scandal responsibility,but there is no difference between the two in greater scandal responsibility;Altruistic attribution plays a partial mediating role in the impact of the interaction be-tween scandal responsibility and CSR initiatives on brand image scandal.