Study On The Relationship Between The Apparel Corporate Social Responsibility And Brand Equity Based On The Consumers Expect Consistency

In1980s, a most important concept of a brand marketing appeared, and the impact is very wide. The earliest use of the concept stems from an advertising company. And then went increasingly caused widespread interest and concern of marketing managers and scholars and led to a comprehensive and systematic study of a large number of brand equity definition, measurement and operational mechanism. With the development of the economy and increased competition, brand equity as a strategic asset of the enterprise development not only can strengthen the culture of an enterprise’s core competitiveness, but also be related to the long-term interests of the enterprise to reach, as well as new strategic development program to develop and operation. As we can see, brand equity has occupied an increasingly important position.At the same time, global competition in the environment of today’s market, corporate social responsibility is an important way for companies to gain a competitive advantage. The first corporate social responsibility codes originated in the early1990s.The U.S. apparel manufacturing events caused great indignation of the people around the world. Illegal employment of young female workers, happened in a clothing enterprises from the United States with very poor circumstances, this matter will soon be made public with lightning speed. Under the indignation of the people in the society, the company, in order to restore corporate image, writing this code of social responsibility. At present, China has become the world’s leading garment producing countries. China’s garment enterprises in the current social context, not only should fulfill their social responsibilities but also should to be able to attract the attention of the media and the public. According to consumer expectations, garment enterprises can build good brand reputation and credibility degree and then build on the brand equity.Making some preliminary research in the Chinese clothing market, this research is combined with the actual situation of the domestic apparel industry, based on consumers expect consistency of brand equity and corporate social responsibility from the consumer’s point of clothing. The use of SPSS statistical software, the results of the questionnaire, factor analysis, correlation analysis, regression analysis, analysis of variance of consumers’ corporate social responsibility expectations of consistency in the intermediary role of corporate social responsibility behavior on brand equity impact. The study results show that Garment enterprises employees, consumers and social responsibility behavior play a distinct role to enhance brand equity, while consumer expectations of corporate social responsibility play a partial mediating role in the consistency of this effect Finally, the study give some advice to the domestic apparel industry on how to combine corporate social responsibility and brand equity, to establish and maintain a strong brand equity.