The Influence Of CSR Negative Information On Consumer-Brand Relationship And Coping Strategies

In recent years,the frequent occurrence of negative information of CSR has seriously damaged the interests of consumers,and has also brought great influence to enterprises and society.Based on the classification of CSR negative information by scholars and the causes of CSR at present,this paper studies the influence of different dimensions(economic and moral)on the consumer-brand relationship.And how the economic compensation strategy(compensation)and psychological compensation strategy(apology)act on the two negative information,which strategy is better in different situations.Finally,it is of great practical significance to put forward specific repair strategies for the negative information in different dimensions of enterprises.Based on consumer self-connection theory and crisis situational communication theory,this paper refers to the research methods used by domestic and foreign scholars in the field of corporate social responsibility and brand negative events,and combines the research content and purpose of this paper.By using the method of literature induction and experiment,this paper discusses the mechanism of the influence of different kinds of CSR negative information on the consumer-brand relationship,as well as the corresponding relationship repair strategies.The main conclusions are as follows:(1)The negative information of CSR can be divided into two categories:economic responsibility and moral responsibility.Any kind of negative information of CSR will affect the relationship between consumers and brands.Consumers tend to produce negative emotions in corporate cognition and negative information on corporate ethics.(2)The negative information of CSR's economic and moral dimensions has different mechanism on consumer-brand relationship.According to the self-brand connection,the negative information of CSR's economic dimension is obtained,and the negative information of CSR's moral dimension is obtained mainly through the intermediary function of self-brand functional connection to the consumer-brand relationship.Mainly through the intermediary function of self-brand symbol connection,it has a negative impact on the consumer-brand relationship.(3)The regulatory role of coping strategies.From the perspective of crisis situation communication theory,only the strategy matched with crisis situation is the best strategy.The research shows that compensation strategy compensates the consumer's functional experience,can repair the functional connection and then repair the consumer-brand relationship,apology strategy is pro-social behavior,make up for the brand image,help to repair the symbolic link.Finally achieve the purpose of repairing the consumer-brand relationship.