The Value Of Corporate Social Responsibility To Create

A social and country's sustainable development need more and more "big enterprises" take corporate social responsibility. Self-disciplined of moral, enforcement of law and supervision make enterprises to take responsibility, but the most important factor is that corporate social responsibility can bring about economical performance. Even though the logic of "moral with performance" isn't the final route to realize the moral social, it is the integrant of truly solvable program. In the early 1970s, scholars began to study the relationship of corporate social responsibility and financial performance. Due to the limitation of methodology, the influence of corporate social responsibility on financial performance is confusion. Since the middle of 1990s, some scholars have studied the influence of corporate social responsibility on the stakeholders group, especially on consumers. This logic depends on the consumers. When the consumers' pressure turns to money ballot which then becomes the internal motive to improve enterprises' social performance , enterprises who take corporate social responsibility will be rewarded by public, otherwise, they will be punished by public. Therefore enterprises will take corporate social responsibility voluntarily based on that logic. The principal part of literature focuses on the response of the developed country's consumers to corporate social responsibility, but shortcomes are still found on research perspective and methodology. This thesis focuses on how developing country's consumers cognitive corporate social responsibility, and how corporate social responsibility influence on consumer's product evaluation.Based on literature review, a concept model is constructed according to cue utilization theory, brand second association theory, brand value chain theory. This concept model is used to bring light to the influence of corporate social responsibility and corporate ability on brand equity of consumer's mind-set and product outcome, in which the moderate effect resulting from corporate social responsibility --corporate ability belief is considered. In order to verify concept model's robust and industry-special, this thesis gets data from fast moving consumer goods, durable consumer goods and high technology consumer goods, respectively. The SPSS15.0,AMOS7.0,LISREL8.70 is used to treat the data. The following conclusions are obtained :(1) corporate social responsibility and corporate ability are important factors influence product evaluation; (2)corporate social responsibility can influence on brand equity significantly more than corporate ability;(3)The influence of corporate social responsibility on brand equity has character of universality and industry-special; (4)The influence of corporate social responsibility on brand equity has character of valence-based asymmetry;(5)corporate social responsibility --corporate ability belief moderate the relationship of corporate social responsibility and brand equity;(6)The expectation on corporate social responsibility relates to corporate ability.Innovations of the thesis lie in: firstly; we research the value creation of corporate social responsibility based on brand value chain perspective. Through path analysis and structure equation model, the influence paths of corporate social responsibility on brand equity are compared, and the relationship between consumer mid-set brand equity and product outcome brand equity is discussed; secondly, some innovative research methods are used and combined. We not only explores the influence path of corporate social responsibility on brand equity through path analysis and structure equation model, but also empirically research the universality and industry-special of the model through getting data from fast moving consumer goods, durable consumer goods and high technology consumer goods, respectively. The reason of conclusion inconsistent of previous studies was revealed based on product level; thirdly, we get a better understanding on connotation of the corporate social responsibility, and examine level of corporate social responsibility based on developing country consumer's perspectiveFinally, the limitation of this study is also pointed out, including sample selection, questionnaire design, research object selection, variable measurement and research method, and put forward some suggestion for future research.