Corporate Social Responsibility And Service Brand:the Mediating Role Of Brand Identification And The Moderating Effect Of Brand Relationship

At present, branding has become a tendency, and has become a spencial brand form,compared to the other brand. Branding has also become a kind of business culture. Service brand need their own characteristics. For the past not much research of corporate social responsibility has been done,and the influence of corporate social responsibility on customer behavior is not clear, the paper has a emphasis on the influence of corporate social responsibility to customer satisfaction and brand loyalty. At the basis of research in and abroad, using the method of questionnaire,and making the mobile and Unicom and telecommunication users as the research object, the paper has investigated the relationship of search brand’s brand identity, customer satisfaction,loyalty and the relationship of brand and customers. The study shows that the corporate social responsibility has significant relationship to customer satisfaction and loyalty and also to brand loyalty and relationship of brand and customers. Apart from that, there is a positive significant relationship between customer satisfaction and brand loyalty, brand loyalty and brand identity. Brand identity has the effect of mediating role between social responsibility and brand loyalty, and it also has played a part influence intermediary function and indirect effect. Consumer satisfaction has played the same part influence intermediary function and indirect effect between brand identity and brand loyalty apart that, the paper has confirmed the moderating effect of brand relationship between corporate social responsibility and customer satisfaction. It means that the brand relationship moderate the relationship of corporate social responsibility and customer satisfaction. The mediating role of brand identity and moderating effect of brand relationship is the emphasis of the paper.