Study On The Relationship Of Corporate-consumer Responsibility,Brand Reputation And Corporate Brand Equity

Brand equity is one of the most important and popular concepts which rose and became in marketing management area in the 1980s. With the rapid changes in social and economic environment, more and more companies recognize that one of the most valuable assets of companies is the brand which is linked to their products and services, that's brand equity. How to manage and enhance brand equity becomes the focus of the marketing industry.The paper firstly reviewed about the research results of domestic and foreign corporate-consumer responsibility, brand reputation,brand equity and corporate social responsibility, and it provides the ideas and theoretical basis for the study when it designs and conducts. The data obtained through the survey provides a basis for quantitative research, reliability analysis of the variables provides selecting the effective measurement items for us, validity analysis verified the validity of the model construction. Finally, it uses correlation and regression analysis to explore whether corporate-consumer responsibility has significant impact on brand equity, and the intermediary role of brand reputation.In this study, we use the domestic mobile phone market as the research object, through the theoretical analysis and empirical study, it is found that:(1) Corporate-consumer responsibility has a significant positive effect on brand reputation, positive commitment the responsibility to consumers, will help corporates enhance their brand reputation.(2) Brand reputation has significant positive effects on brand equity and its four dimensions (brand awareness, perceived quality, brand association and brand loyalty). The better brand reputation is, the higher consumer perceptions of product quality will be, brand loyalty will also be higher, would be to enhance brand awareness, brand associations will be richer, and thus the greater value of brand equity will be. (3) Corporate-consumer responsibility has a significant positive impact on brand equity and its four dimensions. Among them, the greatest impact on perceived quality, brand loyalty followed, the impact on brand association is relatively weak. Undertaking actively responsibility for consumers, help improve the cognition of perceived quality, increase brand loyalty and awareness, so as to enhance the value of corporate brand equity. (4) In addition to sex and monthly income have significant impact on corporate-consumer responsibility, consumer's individual characteristics variables (gender, age, education level, monthly income) have neither significant impact on corporate-consumer responsibility, brand reputation and brand equity. (5) Brand reputation has played a part of intermediary role in the process of which corporate-consumer responsibility influences brand equity.Understand the relationship and influent situation between corporate-consumer responsibility, brand reputation and corporate brand equity, it not only has a certain meaning to fulfill the theory of corporate social responsibility and brand equity, but also has some practical significance to how to manage corporate brand equity and to enhance its value.