Through quasi-experimental methodology, this paper studies the impact of the social responsibility of retail enterprises on the brand equity under the circumstance of negative internet Word-of-Mouth under various types of negative online word-of-mouth (WOM). It is found that under product-related negative WOM, cause-related marketing and sponsorship can exert negative effect on brand equity to the same extent, whereas philanthropy donation can significantly repair brand equity. However, when the negative WOM is related to moral behaviors, enterprises’ cause-related marketing behaviors and philanthropy donations can effectively repair brand equity to the same extent, but sponsorship has no remarkable impact; the philanthropy donation has the same repairing impact on both product-related negative WOM and moral behaviors-related negative internet WOM. The results make theoretical contribution that the impact of the social responsibility of retail enterprises on the brand equity can be regulated by the type of negative WOM; meanwhile the results provide some significant revelation on how the social responsibility behaviors of retail enterprises should be implemented under the circumstance of negative internet WOM.