Research On The Impact Of Corporate Social Responsibility On Brand Equity From The Perspective Of Consumers

With the deepening of the policy of reform and opening up and the implementation of the strategy of "One belt and one road",China's economy has achieved remarkable development and the market competition among enterprises has become increasing fierce as well.Nowadays,as product diversity and fungibility increases,brand becomes an important foothold for enterprises to conduct differentiated marketing,and the brand equity is regarded as the most significant asset of an enterprise.However,it takes a long term to accumulate brand equity.For an enterprise,brand is an asset which can neither be transferred to other organization nor duplicated.Based on this,it is important for enterprises to form their unique and healthy brand image if they want to win a position in the fierce market competition.Besides,more and more researches show that it is an effective method for enterprises to improve brand equity through actively fulfilling corporate social responsibility.As an important component of market,it is a critical link for enterprises to achieve sustainable development and effectively participate in international competition.Also it is a wise choice for them to actively fulfill social responsibility through investing various resources.At the same time,people's consumption view has changed quietly with the progress of time.What they are concerned about is not limited by product itself.Whether an enterprise can fulfill social responsibility becomes an important criterion when they choose product.If an enterprise ignores its social responsibility,consumers may doubt or worry that its product cannot meet their demand and choose product of other enterprises,which will have a negative impact on enterprises themselves.Though they constantly increase investment in marketing,the brand that enterprises spend a lot of time and energy on will collapse when large and negative event about the enterprise occurs and hurts consumers' interests.So how to affect consumers' concept and behavior so as to improve brand equity through fulfilling social responsibility is not only an urgent problem faced with enterprises but also an important research focus for scholars.This thesis,based on the above-mentioned considerations,studies the influence of different kinds of corporate social responsibility on brand equity from the perspective of consumers.At the same time,it constructs an influence model of the corporate social responsibility on brand equity with consumer recognition as intermediate variable and conducts test on hypothesis.After an overview of existing studies about relevant variables and with foreign maturity scale and domestic studies,the author designs and modifies according to the need of this study,extracts measurement model of relevant variable,and conducts empirical analysis and tests hypothesis by using statistical analysis technique.The result can be shown in the following.(1)Responsibility to consumers,feedback and environmental protection all have positive effect on consumers' recognition;(2)Responsibility to consumers has a positive influence on brand loyalty,willingness to pay price premium and perceived quality;responsibility to environmental protection has a positive influence on brand loyalty and willingness to pay price premium,but its effect on perceived quality is not so obvious;the responsibility to community feedback has a positive influence on brand loyalty and perceived quality,but its effect on willingness to pay price premium is not so obvious;(3)Consumers'recognition plays a partially mediating role between responsibility to consumers and brand loyalty and perceived quality and a completely mediating role between responsibility to consumers and willingness to pay price premium;consumer recognition plays a completely mediating role between responsibility and brand loyalty and perceived quality;consumer recognition plays a partially mediating role between responsibility to environmental protection and brand loyalty and a completely mediating role between responsibility to environmental protection and willingness to pay price premium.At last,this thesis,on the basis of research conclusion,proposes strategic suggestions and points out possible direction for future study from the perspective of government and enterprises management practice and consumer purchasing power.