摘 要
在当今世界开放竞争的市场环境下，企业社会责任成为企业持续关注和不断实践的重要领域。而作为企业利益相关者的消费者对企业社会责任的理解、对企业社会责任具体实际行动的态度和评价、对企业社会责任具体实际行动的感知，对促进企业积极实践社会责任有着重要的影响。近几年品牌资产的研究也得到了国内学术界的关注。
无形资产在企业家和消费者日益关注下具有越来越强大的生命力。品牌作为一种无形资产， 品牌资产对企业的可持续发展，产品的价值增值等一系列重要指标都具有明显的影响，这使品牌资产成为更具有生命力与价值意义的资产。在它重要性的在逐渐得到论证后，品牌资产组成要素、受何因素影响、如何去衡量等一系列重要问题，也就变得越来越重要了。企业履行社会责任到消费者感应到其存在，进而转变态度与产生购买意向，从而提高企业的品牌资产是一个复杂的过程。本文的目的是希望通过对企业社会责任和品牌资产的关系研究，提供高质量的产品和服务来了解企业员工，维护合法权益，积极投身公益事业，减少环境损害等企业社会责任时应如何开展，才能得到消费者的感知与认可，从而提高品牌资产，进而为企业提供一个和谐的发展生存空间，提高自身竞争力从而创造更多利润，达到可持续发展。
通过对目前研究背景的描述，在以前学者对企业社会责任、感知企业社会责任和品牌资产研究的基础上，基于消费者的视角，将感知企业社会责任作为中介变量，研究了企业社会责任对品牌资产的影响。本文采用问卷调查法作为研究方法，首先提出假设，然后通过针对消费者采取随机抽样的方式发放调查问卷收集数据，运用计量统计方法对数据进行数量分析来验证假设，得出结论。具体的方法是基于对相关文献的综述，提出了本文的理论模型和研究假设，通过设计调查问卷收集数据，运用 SPSS检验问卷的信度和效度，对所得数据进行相关分析和回归分析，根据分析结果对提出的研究假设进行验证，最后得出结论。
企业社会责任行动中的经济责任、法律责任、伦理责任、慈善责任对感知企业社会责任的可见性有正向关系。企业社会责任行动中的企业社会责任中的法律责任、伦理责任与慈善责任对感知企业社会责任适时性均有正向显着性影响。企业社会责任行动中伦理责任和慈善责任对企业社会责任感知的适时性有显着影响。企业社会责任行动中伦理责任和慈善责任对企业社会责任感知的主动性有显着影响。
感知企业社会责任的四个维度可见性、主动、适时性、适度性均对品牌区分度有显着正向影响。可见性、适时性、适度性等三个企业社会责任感知变量对品牌关联性都存在显着正向影响。感知企业社会责任的四个维度可见性、主动、适时性、适度性均对品牌地位有显着正向影响。可见性、主动性、适度性等三个企业社会责任感知变量对品牌认知度都存在显着正向影响。
本研究是基于消费者的视角，即从消费者的角度研究企业社会责任与品牌资产的关系，并预计探讨感知社会责任在企业社会责任对品牌资产影响中的中介作用。在以往相关品牌资产的研究中，大部分将企业社会责任作为品牌资产的一个影响因素，本文构想是结合国内特定的实际情况，采用调研的方式，确定适合消费者的企业社会责任测量指标，并据此来衡量企业社会责任对品牌资产的影响。
关键词：企业社会责任；品牌资产；感知企业社会责任
ABSTRACT
In today's world open competitive market environment, corporate social responsibilityhas become an important field of business sustained attention and constant practice. Asbusiness stakeholders consumer understanding of corporate social responsibility, corporatesocial responsibility in specific actions and evaluate the attitude of corporate socialresponsibility concrete action perception, to promote the practice of corporate socialresponsibility has an important positive impact. Research in recent years has been the brandequity of the domestic academic attention. Intangible assets with a more powerful vitality inentrepreneurs and consumers are increasingly concerned about the next. Brand as anintangible asset, brand equity for sustainable development of enterprises, a number ofimportant indicators, such as value-added products have a significant impact, which makesthe brand equity assets become more vitality and sense of worth. After its importancegradually been demonstrated, constituent elements of brand assets, what factors influencedby a series of important issues, such as how to measure, it is becoming increasinglyimportant. Corporate social responsibility to consumers sensitive to its existence, and thusproduce a change of attitude and purchase intent, thereby enhancing brand equity is acomplex process. The purpose of this paper is to study the relationship through corporatesocial responsibility and brand equity, providing quality products and services tounderstand the business employees, safeguard the legitimate rights and interests, andactively join the public welfare, how to reduce environmental damage, such as corporatesocial responsibility should be carried out, to get the consumer's perception and recognition,thereby enhancing brand equity, and thus to provide enterprises with the development of aharmonious living space, to improve their competitiveness in order to create more profits,achieve sustainable development.
Through the present study describes the background, before the scholars of corporatesocial responsibility, the basis of the perception of corporate social responsibility and brandresearch assets, based on the perspective of consumers, the perception of corporate socialresponsibility as a mediating variable studied brand of corporate social responsibility Effectof assets. In this paper questionnaire as a research method, first proposed the hypothesis,and questionnaires to collect data by taking a random sample of the way for the consumer,the use of statistical methods for measurement of quantitative data analysis to testhypotheses, draw conclusions. Specific method is based on a literature review, a theoreticalmodel and research hypothesis of this paper, through the design of the questionnaire tocollect data using SPSS reliability and validity of the test questionnaire was used forcorrelation analysis and regression analysis, according to the results for the proposedresearch hypotheses, the final conclusion.
Corporate Social Responsibility in Action economic responsibility, legal responsibility,ethical responsibility and philanthropic responsibility for the perception of corporate socialresponsibility has a positive relationship between visibility. CSR in Action CSR legalresponsibility, ethical responsibility and charitable responsibility for the timeliness of theperception of corporate social responsibility has a positive significant effect. CSR actionsethical responsibility and charitable responsibility for corporate social responsibility knownto have a significant impact timeliness. CSR actions ethical responsibility and philanthropicresponsibilities have a significant impact on corporate social responsibility initiative known.
Perception of corporate social responsibility in four dimensions visible, proactive,timeliness, moderation There were significant positive impact on the brand distinction.
Visibility, timeliness, moderation and other three variables on corporate socialresponsibility to know the brand association exists significant positive impact. Perceptionof corporate social responsibility in four dimensions visible, proactive, timeliness,moderation There were significant positive impact on the brand position. Visibility,initiative, moderation and other three variables on corporate social responsibility knownbrand awareness are significant positive effect.
This study is based on the perspective of consumers, the study of the relationshipbetween corporate social responsibility and brand equity from the consumer's point of view,and is expected to explore the perception of social responsibility CSR affect brand equity inthe intermediary role. In previous studies related to brand equity, most of the corporatesocial responsibility as a factor of brand equity, the idea of this article is combined with thespecific situation, the use of research methods to determine the measure of corporate socialresponsibility for the consumer, and According to measure the impact of corporate socialresponsibility to brand equity.
Key words: corporate social responsibility,brand equity,corporate social responsibilityperception
目 录
摘要
Abstract
第一章 前 言
1.1 研究背景
1.2 研究目的
1.3 研究方法及研究的技术路线
1.3.1 研究方法
1.3.2 研究技术路线
1.4 创新点
1.5 论文结构
第二章 文献综述
2.1 企业社会责任
2.2 品牌资产
2.3 感知企业社会责任
第三章 构建模型、提出假设、设计问卷
3.1 研究模型
3.1.1 企业社会责任
3.1.2 品牌资产
3.1.3 感知企业社会责任
3.2 提出假设
3.2.1 企业社会责任与感知企业社会责任的假设
3.2.2 感知企业社会责任与品牌资产的假设
3.3 问卷设计
3.4 样本模型变量得分
3.4.1 企业社会责任
3.4.2 品牌维度
3.4.3 感知企业社会责任
第四章 实证分析
4.1 数据质量检验
4.1.1 数据信度检验
4.1.2 数据效度检验
4.2 数据描述性统计分析
4.3 企业社会责任对感知企业社会责任影响分析
4.3.1 企业社会责任对感知企业社会责任的可见性影响分析
4.3.2 企业社会责任对感知企业社会责任的适时性影响分析
4.3.3 企业社会责任对感知企业社会责任的适度性影响分析
4.3.4 企业社会责任对感知企业社会责任的主动性影响分析
4.4 感知企业社会责任对企业品牌资产的影响分析
4.4.1 感知企业社会责任对企业品牌资产的品牌区分度的影响分析
4.4.2 感知企业社会责任对企业品牌资产的品牌关联性的影响分析
4.4.3 感知企业社会责任对企业品牌资产的品牌地位的影响分析
4.4.4 感知企业社会责任对企业品牌资产的品牌认知度的影响分析
4.5 本章小结
第五章 研究结论及展望
5.1 研究结论与启示
5.1.1 企业社会责任对感知企业社会责任影响结论及解释
5.1.2 感知企业社会责任对品牌资产影响结论及解释
5.1.3 管理启示
5.2 研究展望
5.2.1 研究不足
5.2.2 研究展望
参考文献
致谢
