Relationship Among Corporate Social Responsibility, Reputation And Brand Competitiveness

In recent years, the issue of corporate social responsibility is attracting increasing attention from both general consumers and researchers as a large number of delinquent behaviors of enterprises were exposed. Moreover, the growing concerns on the quality of product and service have an influence on corporate brand competitiveness.Based on the document analysis on corporate social responsibility of current domestic and international enterprises, this paper is focused on the impact of corporate social responsibility and corporate reputation on brand competitiveness. Firstly, the influence of corporate social responsibility on brand competitiveness was analyzed and discussed. Moreover, the conceptual model for explaining the relationship between corporate reputation and brand competitiveness was established through using corporate social responsibility as intermediary variable. Furthermore, an empirical study was carried out by questionnaire survey concerning245ordinary consumers from Shanghai and the data were collected and analyzed. As a result, the complex relationships among corporate social responsibility, corporate reputation and competitiveness of the brand were analyzed and interpreted.The main conclusions are as follows:(1) both corporate social responsibility and corporate reputation have positive influences on brand competitiveness,(2) corporate reputation play partially intermediary role in the influence of corporate social responsibility on four dimensions of brand competitiveness. In particular, the cognitive component of corporate reputation plays a fully intermediary role in the influences of community responsibility on cognition, awareness and reliability of brand competitiveness. Meanwhile, the cognitive component of corporate reputation shows partially intermediary effect on the consumer responsibility and environmental responsibility. The emotion component of corporate reputation plays a fully intermediary role in the effect of community responsibility on the awareness and reliability of brand competitiveness while it plays partially intermediary role in the effect of social responsibility on other factors of brand competitiveness.The relationship among corporate social responsibility, reputation and brand competitiveness was revealed in the paper. As a result, present theory was extended and the current investigation is useful for the improvement of corporate reputation and brand competiveness.