The relationship between corporate social responsibility and brand equity has not been explicit; some scholars thought that corporate social responsibility could promote brand equity, but some scholars opposed the opinion. Based on the systematic research literature at home and abroad, the author divided corporate social responsibility into environmental responsibility, community responsibility and consumer responsibility, and divided brand equity into brand association, perceived quality and brand loyalty, explored the relationship between corporate social responsibility and brand equity, and at the same time, analyzed mediating effect of different information acquisition in the relationship between social responsibility and trust. The results showed that environment responsibility had a significant effect on brand equity and brand loyalty; community responsibility only influenced brand association; consumer responsibility affected brand equity and its dimensions through trust; information acquisition mode had a significant moderating effect on the relationship between corporate social responsibility and trust.
韩娜 李健. 企业社会责任对品牌资产的影响分析——以信息获取方式为调节变量[J]. 浙江工商大学学报, 2014, (1): 91-100.
HAN Na LI Jian. An Analysis on Impact of Corporate Social Responsibility on Brand Equity——A Moderating Effect of Information Acquisition Mode. Journal of Zhejing Gongshang University, 2014, (1): 91-100.