Analysis Of The Influence Of Corporate Charitable Donation On Consumer Brand Attitude

In the era of new media,variety shows have become an indispensable part of people’s lives.In order to attract more traffic and sublimate the theme,many popular variety shows have derived "public interest parts".Famous enterprises at home and abroad have recognized this trend,and sponsoring variety shows of this kind can not only establish a responsible corporate image,but also expand the visibility of enterprises.For example,Dongpeng Special Beverage sponsored "Extreme Challenge · Treasure Tour";Nongfu Mountain and others sponsored the Restaurant.However,if enterprises blindly sponsor charity variety shows,they may backfire without considering the matching degree of corporate social responsibility.This paper combines the experimental method with the questionnaire method,takes Running The Yellow River as the experimental background,designs four virtual enterprises with different main business,brand image and sponsorship behavior,adjusts the function matching degree and image matching degree respectively,takes the altruistic attribution of consumers as the intermediary variable,and explores the influence of CSR matching degree on consumers’ brand attitude.In the process of research,this paper firstly collected documents related to CSR matching degree and consumer brand attitude through Knownet to lay a theoretical foundation for exploring whether CSR matching degree of public welfare sponsorship will have an impact on customers’ brand attitude.Secondly,by setting different experimental scenarios to adjust the level of function matching degree and image matching degree,19 questions were set according to six dimensions of three variables,namely the independent variable of corporate social responsibility matching degree,the intermediary variable of consumer altruism and the dependent variable of consumer brand attitude.Online questionnaires were distributed to the audience of charity variety shows and collected.Finally,data was collected through the questionnaire star.SPSS and EXCEL were used as the main data analysis tools.Descriptive statistical analysis,reliability analysis,validity analysis,model fit analysis,correlation analysis,regression analysis and intermediary effect analysis were conducted to explore whether the CSR matching degree of charity variety show sponsorship would have an impact on consumers’ altruistic attribution,whether the CSR matching degree of charity variety show sponsorship would have an impact on consumers’ brand attitude and altruistic attribution in enterprises Is there a mediating effect between the matching degree of industrial social responsibility and consumer brand attitude?Finally,the author draws the conclusion that the CSR matching degree of public welfare variety show sponsorship has a significant positive impact on consumers’ brand attitude and altruistic attribution;Altruistic attribution has a significant positive effect on consumers’ brand attitudes.Altruistic attribution has partial mediating effect between CSR matching degree and consumer brand attitude.