Value Creation of Corporate Social Responsibility Drived by Reputation Capital Based on the Experiment Research of Consume Response
Abstract: 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.
文章引用: 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
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