Of Corporate Social Responsibility For Added Effect Of Brand Equity

Since the proposed corporate social responsibility, scholars for enterprises shouldfulfill their social responsibility should not be experienced long debate, until thetwentieth century, the focus began to shift the academic enterprise in the end shouldbe how to fulfill corporate social responsibility, and how to promote the study ofcorporate social responsibility.Brand equity has been raised once academic attention and practice sector, is oneof the most enthusiastic marketing academics to discuss issues. As an intangible asset,it determines the competitiveness of enterprises, development potential and the lifecycle, is one of the most valuable parts of the enterprise. Academics and corporatebrand equity for how to add value to make numerous research and practice, butmostly around the product itself, or around marketing tool. But ignore the enterpriseitself. In practice, corporate social responsibility and brand equity is relevant, thispaper considers the behavior of corporate social responsibility can lead to consumerconcerns and expectations. By understanding the information consumer corporatesocial responsibility, through their own subjective process, the formation of newcognitive enterprise, thus changing consumer evaluation of corporate brand, andultimately change the brand assets.Based on the above understanding, the paper on the relationship betweencorporate social responsibility and brand assets, a study, expected to provide the basisfor the theory and practice of corporate social responsibility initiative business, whileexploring the impact of corporate social responsibility product type and brand equityrelationships.Book to explore the added value of corporate social responsibility on brandequity method mainly uses literature and empirical analysis. This study selectedenvironmental responsibility, obligations and responsibilities of consumers charitablethree dimensions as the marker of corporate social responsibility; select brandreputation, willingness to pay a premium and unique brand as a measure of threedimensions of brand equity; Product Type into hedonic and practical. Usingcorrelation analysis, regression molecules grouped statistical methods such asregression analysis to explore the effect of corporate social responsibility value ofbrand equity.