The Research On The Effect Of Corporate Social Responsibility Influence On The Trust Repair After The Brand Scandal

With the development of the Internet, the messages broadcast faster and faster and thus there is deeper negative influence on the companies once the brand scandals happen. So, how should the companies handle the negative influence? The researches before mainly focus the reaction strategies and measures to clear the crisis influence after the brand scandals, such as denying, apologizing, recalling and so on. Is there existing other better ways to repair the trust crises and regain the consumer trust?This paper puts forward the idea whether the companies can repair the consumer trust by corporate social responsibility (CSR) and thinks that CSR can repair the consumer trust well after studying the CSR and trust researches. Furthermore, different kinds of CSR have different effect on the trust repairing. However, this repair effect may be influenced by attribution of the consumers, so this paper explores the regulating effect of the consumers.In order to verify the research questions, the findings implicate that CSR can repair the trust well through the following study manners such as reading reviews, conducting experiments and analyzing the data. Besides, if the consumers believe the companies are altruistic, the inner CSR and outer CSR have the same effect on the trust repairing. That is, the attribution of the consumers plays a role of moderating.Based on the results, the author gives some suggestions for the administrators.