Research On Corporate Social Responsibility And Consumer Response Based On Brand Equity

In the fierce market competition,enterprises as the most important economic entities,always involve in the competition. Companies need profits to survive,but companies are in the complex economic environment,in order to realize their own interests,companies must adapt and integrate into the overall environment and consider the interests of other stakeholders. Business stakeholders have a lot of categories,including employees,consumers,businesses,creditors,debtors, enterprises upstream suppliers,vulnerable groups,the surrounding environment and the whole society. The greatest impact on corporate profits is the consumer,because they reflect by their own behavior actions. Therefore we observe whether the performance of the corporate social responsibility will act on business developments from the consumer perspective.How enterprises fulfill their social responsibilities has an impact on consumers, different scholars have different studies. But the path is a "black box". Through summarizing a lot of literature, we discovery that enterprises actively fulfill social responsibilities will have a positive impact on brand equity,enhancing the brand value of the enterprise. Enhancing the asset value of brand will significantly increase the consumer acceptance of products and services. Therefore,the article assumes corporate social responsibility has an effect on consumer response through the brand equity.Firstly,we sort out the concepts and meaning of the corporate social responsibility,consumer response and brand equity,and make clear of the dimension of the three variables. Then we explore the influence of CSR on consumer responses. Secondly,according to the literature review,we construct a research model,which includes the brand equity as an intermediary variable. Then we filter the dimensions of three variables and make 22 assumptions. Finally,we make a survey of cell phone customers in Beijing,Tianjin and Hebei. After finishing the survey data,we make the exploratory factor analysis,the reliability test,establish the structural equation model. In the end,we get three models and verify 10 hypothesis.By testing the model and data analysis,firstly,the article clearly demonstrates corporate social responsibility has a positive effect on the consumer response. Consumer protection corresponding has a significant impact on consumers,while charitable activities,protect the environment and increase employment have no direct impact on consumer response. It shows that China’s mobile phone consumers are more concerned on measures of consumer protection,and pay less attention on the other three aspects.Secondly,the brand equity plays an intermediary role in corporate social responsibility and consumer response,and consumer protection of corporate social responsibility has a positive influence on all dimensions of brand equity. This all verifies the creative hypothesis. On one hand,enterprises actively fulfill their social responsibilities will enhance the brand value of the assets, in particular protecting the interests of consumers can significantly enhance the brand satisfaction,brand association and pay a premium;on the other hand,the company’s brand equity will affect consumer response,so companies need to constantly enhance the value of brand equity in order to enhance consumer willingness to buy and loyalty to the enterprise.