企业社会责任对品牌资产的作用探析,企业社会责任论文

企业社会责任对品牌资产的作用探析,企业社会责任论文本篇论文目录导航：【题目】企业社会责任对品牌资产的作用探析【第一章】【第二章】【第三章】【4.1-4.3】【4.44.5】【第五章】【以下为参考文献】摘要在当今世界开放竞争的市场环境下，企业社会责任成为企业持续关注和不断实践的重要领域。而作为企业利益相关者的消费者对企业社会责任的理解、对企业社会责任详细实际行动的态度和评价、对企业社会责任详细实际行动的感悟，对促进企业积极实践社会责任有着重要的影响。最近几年品牌资产的研究也得到了国内学术界的关注。无形资产在企业家和消费者日益关注下具有越来越强大的生命力。品牌作为一种无形资产，品牌资产对企业的可持续发展，产品的价值增值等一系列重要指标都具有明显的影响，这使品牌资产成为更具有生命力与价值意义的资产。在它重要性的在逐步得到论证后，品牌资产组成要素、受何因素影响、怎样去衡量等一系列重要问题，也就变得越来越重要了。企业履行社会责任到消费者感应到其存在，进而转变态度与产生购买意向，进而提高企业的品牌资产是一个复杂的经过。本文的目的是希望通过对企业社会责任和品牌资产的关系研究，提供高质量的产品和服务来了解企业员工，维护合法权益，积极投身公益事业，减少环境损害等企业社会责任时应怎样开展，才能得到消费者的感悟与认可，进而提高品牌资产，进而为企业提供一个和谐的发展生存空间，提高本身竞争力进而创造更多利润，到达可持续发展。通过对当前研究背景的描绘叙述，在以前学者对企业社会责任、感悟企业社会责任和品牌资产研究的基础上，基于消费者的视角，将感悟企业社会责任作为中介变量，研究了企业社会责任对品牌资产的影响。本文采用问卷调查法作为研究方式方法，首先提出假设，然后通过针对消费者采取随机抽样的方式发放调查问卷收集数据，运用计量统计方式方法对数据进行数量分析来验证假设，得出结论。详细的方式方法是基于对相关文献的综述，提出了本文的理论模型和研究假设，通过设计调查问卷收集数据，运用SPSS检验问卷的信度和效度，对所得数据进行相关分析和回归分析，根据分析结果对提出的研究假设进行验证，最后得出结论。企业社会责任行动中的经济责任、法律责任、伦理责任、慈善责任对感悟企业社会责任的可见性有正向关系。企业社会责任行动中的企业社会责任中的法律责任、伦理责任与慈善责任对感悟企业社会责任适时性均有正向显着性影响。企业社会责任行动中伦理责任和慈善责任对企业社会责任感悟的适时性有显着影响。企业社会责任行动中伦理责任和慈善责任对企业社会责任感悟的主动性有显着影响。感悟企业社会责任的四个维度可见性、主动、适时性、适度性均对品牌区分度有显着正向影响。可见性、适时性、适度性等三个企业社会责任感悟变量对品牌关联性都存在显着正向影响。感悟企业社会责任的四个维度可见性、主动、适时性、适度性均对品牌地位有显着正向影响。可见性、主动性、适度性等三个企业社会责任感悟变量对品牌认知度都存在显着正向影响。本研究是基于消费者的视角，即从消费者的角度研究企业社会责任与品牌资产的关系，并估计讨论感悟社会责任在企业社会责任对品牌资产影响中的中介作用。在以往相关品牌资产的研究中，大部分将企业社会责任作为品牌资产的一个影响因素，本文设想是结合国内特定的实际情况，采用调研的方式，确定合适消费者的企业社会责任测量指标，并据此来衡量企业社会责任对品牌资产的影响。本文关键词语：企业社会责任；品牌资产；感悟企业社会责任ABSTRACTIntodaysworldopencompetitivemarketenvironment,corporatesocialresponsibilityhasbecomeanimportantfieldofbusinesssustainedattentionandconstantpractice.Asbusinessstakeholdersconsumerunderstandingofcorporatesocialresponsibility,corporatesocialresponsibilityinspecificactionsandevaluatetheattitudeofcorporatesocialresponsibilityconcreteactionperception,topromotethepracticeofcorporatesocialresponsibilityhasanimportantpositiveimpact.Researchinrecentyearshasbeenthebrandequityofthedomesticacademicattention.Intangibleassetswithamorepowerfulvitalityinentrepreneursandconsumersareincreasinglyconcernedaboutthenext.Brandasanintangibleasset,brandequityforsustainabledevelopmentofenterprises,anumberofimportantindicators,suchasvalue-addedproductshaveasignificantimpact,whichmakesthebrandequityassetsbecomemorevitalityandsenseofworth.Afteritsimportancegraduallybeendemonstrated,constituentelementsofbrandassets,whatfactorsinfluencedbyaseriesofimportantissues,suchashowtomeasure,itisbecomingincreasinglyimportant.Corporatesocialresponsibilitytoconsumerssensitivetoitsexistence,andthusproduceachangeofattitudeandpurchaseintent,therebyenhancingbrandequityisacomplexprocess.Thepurposeofthispaperistostudytherelationshipthroughcorporatesocialresponsibilityandbrandequity,providingqualityproductsandservicestounderstandthebusinessemployees,safeguardthelegitimaterightsandinterests,andactivelyjointhepublicwelfare,howtoreduceenvironmentaldamage,suchascorporatesocialresponsibilityshouldbecarriedout,togettheconsumersperceptionandrecognition,therebyenhancingbrandequity,andthustoprovideenterpriseswiththedevelopmentofaharmoniouslivingspace,toimprovetheircompetitivenessinordertocreatemoreprofits,achievesustainabledevelopment.Throughthepresentstudydescribesthebackground,beforethescholarsofcorporatesocialresponsibility,thebasisoftheperceptionofcorporatesocialresponsibilityandbrandresearchassets,basedontheperspectiveofconsumers,theperceptionofcorporatesocialresponsibilityasamediatingvariablestudiedbrandofcorporatesocialresponsibilityEffectofassets.Inthispaperquestionnaireasaresearchmethod,firstproposedthehypothesis,andquestionnairestocollectdatabytakingarandomsampleofthewayfortheconsumer,theuseofstatisticalmethodsformeasurementofquantitativedataanalysistotesthypotheses,drawconclusions.Specificmethodisbasedonaliteraturereview,atheoreticalmodelandresearchhypothesisofthispaper,throughthedesignofthequestionnairetocollectdatausingSPSSreliabilityandvalidityofthetestquestionnairewasusedforcorrelationanalysisandregressionanalysis,accordingtotheresultsfortheproposedresearchhypotheses,thefinalconclusion.CorporateSocialResponsibilityinActioneconomicresponsibility,legalresponsibility,ethicalresponsibilityandphilanthropicresponsibilityfortheperceptionofcorporatesocialresponsibilityhasapositiverelationshipbetweenvisibility.CSRinActionCSRlegalresponsibility,ethicalresponsibilityandcharitableresponsibilityforthetimelinessoftheperceptionofcorporatesocialresponsibilityhasapositivesignificanteffect.CSRactionsethicalresponsibilityandcharitableresponsibilityforcorporatesocialresponsibilityknowntohaveasignificantimpacttimeliness.CSRactionsethicalresponsibilityandphilanthropicresponsibilitieshaveasignificantimpactoncorporatesocialresponsibilityinitiativeknown.Perceptionofcorporatesocialresponsibilityinfourdimensionsvisible,proactive,timeliness,moderationThereweresignificantpositiveimpactonthebranddistinction.Visibility,timeliness,moderationandotherthreevariablesoncorporatesocialresponsibilitytoknowthebrandassociationexistssignificantpositiveimpact.Perceptionofcorporatesocialresponsibilityinfourdimensionsvisible,proactive,timeliness,moderationThereweresignificantpositiveimpactonthebrandposition.Visibility,initiative,moderationandotherthreevariablesoncorporatesocialresponsibilityknownbrandawarenessaresignificantpositiveeffect.Thisstudyisbasedontheperspectiveofconsumers,thestudyoftherelationshipbetweencorporatesocialresponsibilityandbrandequityfromtheconsumerspointofview,andisexpectedtoexploretheperceptionofsocialresponsibilityCSRaffectbrandequityintheintermediaryrole.Inpreviousstudiesrelatedtobrandequity,mostofthecorporatesocialresponsibilityasafactorofbrandequity,theideaofthisarticleiscombinedwiththespecificsituation,theuseofresearchmethodstodeterminethemeasureofcorporatesocialresponsibilityfortheconsumer,andAccordingtomeasuretheimpactofcorporatesocialresponsibilitytobrandequity.Keywords:corporatesocialresponsibility,brandequity,corporatesocialresponsibilityperception目录内容摘要Abstract第一章前言1.1研究背景1.2研究目的1.3研究方式方法及研究的技术道路1.3.1研究方式方法1.3.2研究技术道路1.4创新点1.5论文构造第二章文献综述2.1企业社会责任2.