Based On The Consumer Perspective Of Corporate Social Responsibility On Corporate Reputation Research

Accentuating consumer loyalty, rewarding enterprises with benefits, corporate reputation assumes increasing importance in competition. How to improve corporate reputation has become a popular focus.Among other factors, this thesis analyzes the effect that corporate social responsibility (CSR) has on corporate reputation. CSR is the responsibilities favorable in sustainable development of economy and society, voluntarily undertaken by enterprises besides enforced legal responsibilities. It not only brings the society improvement of economy and welfare levels, but also benefits the enterprises themselves while the enhancement of reputation is one but important outcome.This thesis analyzes the effect that CSR has on corporate reputation from the perspective of consumers. Given different industries, the effects vary in different degrees. Comparative analyses are made among the industries of retailing, daily electronic equipment manufacturing and everyday use chemical products.In the research, consumers are asked to evaluate the corporate reputation and CSR of a certain enterprise from one of the three industries. The corporate construct is measured from two dimensions of emotion and cognition. While measuring the CSR construct, a general framework is brought up and then its dimensions are pinned down as environmental conservation responsibility, community support responsibility and product & service responsibilities.The results indicate that the size of companies have no significant impact on the relationship of CSR and corporate reputation, and the effects three dimensions of CSR have on two dimensions of corporate reputation differ significantly as specified in the following.As for retailing industry, regression coefficients CSR having on the affective dimension of corporate reputation reduce in order of product & service responsibility, community support responsibility and environmental conservation responsibility whereas the coefficients CSR having on the cognitive dimension of corporate reputation reduce in order of product & service responsibility, environmental conservation responsibility and community support responsibility.As for daily electronic equipment manufacturing industry, regression coefficients CSR having on the affective dimension of corporate reputation reduce in order of product & service responsibility, community support responsibility and environmentalconservation responsibility whereas the coefficients CSR having on the cognitive dimension of corporate reputation reduce in order of product & service responsibility and community support responsibility with environmental conservation responsibility failing to present in the regression equation.As for daily-use Chemical-industry, regression coefficients CSR having on both the affective and cognitive dimensions of corporate reputation reduce in order of environmental conservation responsibility, product & service responsibility and community support responsibility.