Empirical Study On The Impact Of Corporate Social Responsibility On Consumers' Brand Attitude

With the development of the integration of economic globalization,the corporate social responsibility movement has been fully carried out,but there are also many problems in its development.Explore the level of real estate corporate social responsibility;clarify whether consumers recognize real estate corporate social responsibility activities,or just to see it as a “show”;to further clarify the specific impact of corporate social responsibility on consumer brand attitudes,this is the problem that this article wants to solve.This article introduces altruistic attribution and consumer-business identity into the research on the impact of real estate corporate social responsibility on consumer brand attitudes.The main contents of the study are:(1)Based on the analysis of previous theoretical achievements,build the real estate enterprise social responsibility and consumer's brand attitude relationship model,accordingly puts forward the hypothesis of this article;(2)Defining and measuring the variables studied in this paper.Through three areas to summarize the social responsibility measurement indicators of real estate companies based on the perspective of consumers.The three ares include : the dimensions of corporate social responsibility measurement based on the perspective of consumers from the perspective of predecessors,the dimensions of corporate social responsibility measurement of the real estate industry,and corporate social responsibility issues.And refer to the mature scale to get other scales of this paper.(3)Data obtained through questionnaire surveys to study the relationships between corporate social responsibility and altruism attribution,and consumers-corporate identity and consumer brand attitude.To figure out whether undertaking corporate social responsibility will be recognized by consumers,or it will be considered as bringing out public opinion,and whether it can have a positive influence on consumer brand attitudes.The research results of this paper show that(1)the three dimensions of real estate corporate social responsibility,altruistic attribution,and consumer-business identity all have positive effects on consumer brand attitude;(2)three dimensions of social responsibility in real estate companies Positive impact on consumer-business identity;(3)Environmental responsibility,community philanthropy and charity responsibilities have a positive impact on altruistic attribution,while consumer rights protection responsibilities have no significant effect on altruistic attribution;(4)Intermediary role,consumer-corporate identity plays an intermediary role in consumer rights protection responsibility,community philanthropy and charity responsibility,environmental protection responsibility and consumer cognitive brand attitude;consumer-corporate identity in the consumer rights protection responsibility,community philanthropy and charity responsibilities,environmental protection responsibilities,and consumer emotional brand attitude play an intermediary role;altruistic attribution plays an intermediary role between community philanthropy and charity responsibilities,environmental responsibility,and consumer cognitive brand attitudes,altruistic attribution plays an intermediary role between community philanthropy and charity responsibility,environmental responsibility and consumer emotional brand attitude.Finally,according to the research results of this paper,I put forward corresponding suggestions for corporate social responsibility: enterprises should incorporate responsibility into long-term planning,improve internal and external corporate social responsibility supervision mechanisms,attach importance to corporate social responsibility propaganda,achieve green environmental protection construction and management,and strengthen community philanthropy and charity responsibility.