Vol.5 No.1 (February 2015)
Value Creation of Corporate Social Responsibility Drived by Reputation Capital Based on the Experiment Research of Consume Response
This paper put forward the dynamic mechanism of corporate social responsibility value creation system driven by reputation capital. And it revealed the value creation mechanism from literature review of corporate social responsibility and corporate reputation theory. Then it proposed a conceptual framework to study the influence of corporate social responsibility on buyer’s attitude with corporate reputation as mediating variable. It tested the effect of the corporate philanthropic responsibility and environmental responsibility on consumers’ cognition, affect and purchase in-tention, as well as the mediating effect of corporate reputation used experimental study method. It finds that the two kinds of CSR are all have significant impact on consumers’ cognition, affect and purchase intention. And corporate reputation act as mediator between the CSR and customer at-titude. The research put forward to a new framework of corporate social responsibility based on reputation capital and the empirical results. It reconstructed corporate social responsibility theory and put the traditional responsibility concept and economic concept from opposition to unification.
邱国栋 , 毕 楠 (2015) 声誉资本驱动的企业社会责任价值创造：基于消费者响应的试验研究。 现代市场营销， 5， 1-15. doi: 10.12677/MOM.2015.51001
 Bowen, H.R. (1953) Social responsibilities of the businessman. Harpor & Row, New York.
 Davis, K. (1960) Can business afford to ignore social responsibilities? California Management Review, 2, 70-76.
 Joseph, E. (2002) Promoting corporate social responsibility: Is market-based regulation sufficient? New Economy, 9, 96-101.
 Griffin, J. and Mahon, J. (1997) The corporate social performance and corporate financial performance debate, twenty five years of incomparable research. Business and Society, 36, 5-31.
 McWilliams, A. and Siegel, D. (2000) Corporate social responsibility and financial performance: Correlation or misspecification. Strategic Management Journal, 21, 603-609.
 Klein, J. and Dawar, N. (2004) Corporate social responsibility and consumers’ attributions and brand evaluation in a product-harm crisis. International Journal of Research Marketing, 21, 203-217.
 Segerson, M. (1998) Voluntary environmental agreements: Good of bad news for environmental protection. Journal of Environmental Economics and Management, 36, 1997-1998.
 Hillenbrand, C. and Money, K. (2007) Corporate responsibility and corporate reputation: Two separate concepts or two sides of the same coin? Corporate Reputation Review, 10, 261-277.
 Fombrun, C. and Shanley, M. (1990) What’s in a name? Reputation building and corporate strategy. The Academy of Management Journal, 33, 233-258.
 Weiss, A.M., Anderson, E. and Macinnis, D.J. (1999) Reputation management as a motivation for sales structure decision. Journal of Marketing, 63, 74-89.
 李海芹, 张子刚 (2010) CSR对企业声誉及顾客忠诚影响的实证研究. 南开管理评论, 1, 90-98.
 王瑞, 田志龙, 杨文 (2012) 中国情境下消费者CSR响应的群体细分及影响机理研究. 管理评论, 8, 107-117.
 Celsi, R.L. and Olson, J.C. (1988) The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15, 210-224.
 Grohs, R., Wangner, U. and Vsetecka, S. (2004) Assessing the effectiveness of sport sponsorship—An empirical examination. Schmalenbach Business Review, 56, 119-138.
 Berens, G., van Riel, C.B.W. and van Bruggen, G.H. (2005) Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69, 35-48.
 Aker, D.A. and Keller, K.L. (1990) Consumer evaluations of brand extensions. Journal of Marketing, 54, 27-41.
 Park, C.W., Jun, S.Y. and Shocker, A.D. (1996) Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, 33, 453-466.
 Pracejus, J.W. and Olsen, G.D. (2004) The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57, 635-640.
 Klein, J.G., Smith, N.C. and John, A. (2004) Why we boycott: Consumer motivations for boycott participation. Journal of Marketing, 68, 92-109.
 Handelman, J.M. and Arnold, S.J. (1999) The role of marketing actions with a social dimension: Appeals to the institutional environment. Journal of Marketing, 63, 33-48.
 Auger, P., Burke, P., Devinney, T.M. and Louviere, J.J. (2003) What will consumers pay for social product features? Journal of Business Ethics, 42, 281-304.
 Weigelt, K. and Camerer, C.F. (1988) Reputation and corporate strategy: A review of recent theory and applications. Strategic Management Journal, 9, 443-454.
 Sen, S. and Bhattacharya, C.B. (2001) Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38, 225-243.
 Goldberg, R. (1998) Corporate image, business competency vs. social conscience. Department of Psychology, Harvard University, Cambridge.
 Saxton, K. (1998) Where do reputations come from? Corporate Reputation Review, 1, 393-399.
 陈卓浩, 鲁直, 蒋青云 (2006) 品牌个性对品牌态度的影响机制研究——从消费者品牌认知的视角出发. 营销科学学报, 2, 103-116.
 Schmitt, B. (1999) Experiential marketing: A new framework for design and communications. Design Management Journal, 10, 10-16.
 Westbrook, R.A. (1987) Product/consumption-based affective responses and post purchase processes. Journal of Marketing Research, 24, 258-270.
 Aaker, D.A., Kumar, V. and Day, G.S. (2004) Marketing research. 8th Edition, John Wiley & Sons, New York, 341- 343.
 Carrigan, M. and Attalla, A. (2001) The myth of the ethical consumer—Do ethics matter in purchase behavior? Journal of Consumer Marketing, 18, 560-578.
 顾浩东, 宋亦平 (2009) 道德的理性或直觉: 消费者对于企业社会责任行为的反应过程研究.营销科学学报, 4, 17-35.