Research On The Influence Of Corporate Social Responsibility On Brand Value Based On The Perspective Of Consumer Perception

With the continuous development of economy, enterprises a s the main body of market economy, its production and operation behavior more and more get the attention of society. For a long time, to realize the profit maximization is the ultimate goal of enterprise production and operation, But, with the concept of the sustainable development put forward, enterprises as the main body of market economy, can not blindly resources from the social, at the same time also should bear corresponding responsibility. While the worsening of environment, food safety problems occur frequently, that make whole society gradually awareness of the need for enterprises to fulfill social responsibility and any enterprise in the process of their own development must maintain economic and social coordinated development. Brand value of enterprise as an intangible assets, it brings the effect cannot be estimated, the effects of it can make the enterprise in the fierce market competition to obtain important economic status and it can ensure the production and operation of enterprises continued without a recession. However, the forming of the value of brand is built on the basis of a number of factors, if the product want to achieve the brand value, it have to get consumer recognition. The most intuitive feelings of consumers to products is the quality of the product, an enterprise to make its products win the trust of consumers, they must provide satisfactory products and services to customers by good faith to win.One of the most important requirement to fulfill the corporate social responsibility is to provide satisfactory products and services to the society, at the same time, an important performance of enterprises to perform social responsibility is safeguarding the legitimate rights and interests of consumers. Therefore, This paper will with consumer perception as a research perspective, from the perspective of the consumer research on the important influence of corporate social responsibility to the brand value. Hope to further clarify the impact of corporate social responsibility to brand value, and the influence of main factors, for the specific measures to promote enterprises’ brand value. This article first to the corporate carding of literature social responsibility and the value of the brand, and find out the relationship between corporate social responsibility and brand value, further defined the connotation of corporate social responsibility and the value of brand, and puts forward the theory of stakeholder theory, signal transmission, sustainable development theory, and brand value theory as the theoretical basis of this study. Corporate identity as intermediary variables, through corporate dimensions of social responsibility and the brand value, construct the model of theory of corporate social responsibility and brand value, and puts forward the relevant hypothesis, in the form of questionnaire survey and collection of data, using SPSS20.0 and AMOS17.0 statistical software analyzing and processing the data. Through SPSS20.0 software to descriptive statistics analysis, reliability and validity analysis, on the basis of guarantee the data availability, empirically tested using structural equation model, further verify the exactness of the hypothesis content, through the study of this article, hypothesis testing, research results show that the implementation of corporate social responsibility has significant effect in promoting brand value. Based on this, this paper respectively from the perspective of consumers, corporate social responsibility and brand value, analysis of the important countermeasures to enhance the brand value, hope to provide countermeasures and suggestions for enterprise’s sustainable management, at the same time, provide new ideas and methods in order to further explore the fulfillment of corporate social responsibili ty and the ascension of the brand value to provide new ideas and methods.