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| The Repair Mechanisms of Charitable Donations of Brand Image in Scandal: Based on Mediator of Altruistic Motive and Moderator of Perceived Product Quality |
| YU Weiping,WANG Chunya,DUAN Guimin |
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Abstract In recent years, the brand scandals are frequent and its negative impact cannot be eliminated only through short-term coping strategies because its root is the lack of corporate social responsibility .From the perspective of social responsibility to repair the brand image has become a reality and theoretical problems. Based on attribution theory, using the experimental method, this paper explored the repair mechanisms of charitable donations on brand image in scandal. The results showed that: charitable donations did have repair effects on brand image after brand scandal; the higher fit of charitable contributions can brought the better restoration; consumer awareness of altruistic motives for charitable contributions mediated repair effects, and Perceived product quality positively moderated renewal effects.
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Received: 28 May 2014
Published: 15 September 2014
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| Fund:Resear about repair mechanism of corporate social responsibility initiatives on brand image with scandal and strategy system |
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Corresponding Authors:
DUAN Guimin
E-mail: 1639359@qq.com
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2014, Vol. 
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