| In recent years, companies realized the key to build to last is building lasting customerrelationships and acquiring social identification with the corporate through social activitiescontinuously. However, existing research has been mostly concentrated in the external consumerresponse，customer identification as the important research variable in social psychology, whichis lack of system in-depth research and empirical support. At the same time, social responsibilityof large retail enterprise is the guarantee for consumer’s personal security and quality of life, andit plays an important role in energy saving and environmental protection, which are not takenseriously. Therefore, the article intends to explore the effect of retail enterprise’s CSR andcustomer identity through literature research, analysis the key effect of corporate reputation,stress the strategic significance of corporate social responsibility communications, build thetheoretical research framework and test the reasonableness and effectiveness through empiricalmethods. Finally, we proposed management enlightenment and marketing advice according tothe research conclusion. The research draws mainly the following conclusions:(1) The retail enterprise’s CSR has positive influence on the customer identification.Corporate social responsibility has three dimensions including consumer’s responsibility,charitable responsibility and environmental responsibility, and every dimension’s influencedecreases successively.(2) retail enterprise’s environmental and charity responsibility has effect on customeridentification directly.On the other hand, environment and charity responsibility indirectlyaffects customer identification through build a good image and cognitive.(3) CSR responsibility mechanism of large retail enterprise is not perfect, CSRcommunication have moderated the relationship between consumer’s responsibility, charitableresponsibility and corporate reputation positively. |
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