The Research Of Relationship Among Corporate Social Responsibility Performance From Consumers’ Perception,Corporate Reputation And Brand Relationship Quality

In recent years, a lot of Chinese enterprises emerge social issues of product safety issues, environmental destruction, and employees’ infringement and so on. Consumers are becoming more aware of the issue of corporate social responsibility, and initiative boycott the brand of the serious problems of social responsibility. Consumers play an important role among corporate stakeholders. If enterprises want to retain more customers, they must have a better brand relationship with costumers. But enterprises’ bad behaviors of social responsibility seriously affect the consumer brand relationship quality. To make companies aware of this problem, this study will research the relationship between corporate social responsibility performance and brand relationship quality in the mobile phone industry.The purpose of this thesis is analysis relationship of consumer perception of corporate social responsibility and brand relationship quality and exploring corporate reputation the role of intermediary between this two variables.This paper using theoretical literature method research reviews concepts and theories of the three variables. Then summarizes four dimensions of consumer perception of corporate social responsibility and also defines dimensions of brand relationship quality and corporate reputation and then sorts out the scale for this article. On that basis deletes items that do not meet the requirements of the analysis by commissioning research and projects, to finalize the questionnaire. Streets stopped to visit and network research are two mainly two ways in the process of sending questionnaires.309valid questionnaires were distributed. Dates are analyzed by the way of validity analysis, reliability analysis, correlation analysis and regression analysis through spss18.0, and ultimately get the conclusions below:1. Dimensions of consumer perception of corporate social responsibility can be divided into products and services responsibilities, responsibilities for environmental protection, social support responsibilities and employees’ responsibilities;2. Consumer perception of corporate social responsibility performance significantly positive effects on corporate reputation and brand relationship quality;3.The corporate reputation of has a significant positive impact on the brand relationship quality;4.Corporate reputation play a significant intermediary role between consumer perception of CSR performance and brand relationship quality;5.Products and services responsibilities are the most important of consumer of corporate social responsibilities, and also the most basic social responsibilities enterprises should take.So, the good performance of corporate social’s responsibility has a positive impact on the quality of the brand relationship. Enterprise should initiatively take the responsibility of social and strive to maintain a good corporate reputation, thus to establish a high-quality brand relationship with consumers.