不同企业社会责任类型对消费者品牌评价的影响和机制研究

Corporate social responsibility (CSR) programs are becoming increasingly diversified and sophisticated. The goal of this project is to understand whether various strategic orientations of CSR can potentially translate into differential consumer responses. In particular, the project intends to answer the following three major research questions: First, this project intends to provide a comprehensive study to understand the differential impact of three types of CSR programs (Philanthropy CSR, Promotional CSR & Value-creating CSR) on key corporate-related consumer evaluations, such as CSR image and CA image. In particular, the project will study the impact of three CSR formats on both corporate CSR image and CA image. Second, the project will investigate how consumers react to different CSR programs given the different corporate competence levels. For the same type of CSR, consumers may form very different corporate evaluations depending on the corporate competence profile. The current study not only identifies differential impacts of CSR for large and small-medium size firms, but also uncovers the reasons underlying such consumer psychological process. Furthermore, the findings have practical guidance for both practitioners for multinational companies (MNCs) and small to medium-size enterprises (SMEs). A third and in-depth contribution of this project is that we will explore the underlying consumer psychological mechanism which facilitates the differential effects. This project research design includes several survey-based experiments (questionnaire). In particular, the current project intends to have the following experiments: Study 1: A survey-based experiment (questionnaire) taken by undergraduate students to answer the research question that whether different CSR formats have differential impacts on consumers' corporate related evaluations. Study 2: A survey-based experiment (questionnaire) taken by undergraduate to address the research question that whether there exists interaction effects between CSR forms and corporate competence level on the impact of consumers' corporate evaluations. Study 3: A survey-based experiment (questionnaire) taken by undergraduate students to investigate the psychological mechanism of how consumers' react to different types of CSR formats, and a cross-cultural study for the comparison (U.S. undergraduate students vs. Chinese undergraduate students).If possible, we intend to supplement study 1& 2 by using real consumers in the market to further verify our findings. The findings of this project will help managers to allocate limited resources for CSR and design different forms of CSR activities to achieve the optimal benefits.

本课题将研究和分析社会责任活动对企业品牌价值的影响，以及各类不同的企业社会责任活动的形式。具体而言，本研究将企业社会责任活动分为以下三种类型：慈善型、促销型和价值创造型；从而进一步分析和回答以下几个问题：1）研究企业社会活动对品牌价值的影响，并进一步研究不同类型的企业社会责任活动对于消费者品牌价值感知，购买意愿等因变量影响作用机制；2）探索企业能力水平以及竞争水平将如何调节这些影响；3）企业社会责任对消费者企业评价的心理机制是什么，以及这种机制将怎样受到不同文化背景影响。本研究首先从理论上提出了企业社会责任类型对消费者的不同影响并将进行实证检验；其次，本项目将探索企业的能力水平（competence level）对于消费者对不同类型企业社会责任的反应的调节作用。最后，本课题将通过研究消费者对于不同企业社会责任类型感知的心理机制进一步完善现有文献。从实践意义上，本项目的研究发现将对于中国企业如何具体操作运用不同类型的企业社会责任活动提出指导意见。

从项目立项到2018年12月底，我们按照原计划有效地推动了本项目的研究工作。目前，我们已经全面完成了本课题的研究工作，在该课题资助下取得的研究成果主要涉及三个方面：第一，研究企业社会活动对品牌价值的影响，并进一步研究不同类型的企业社会责任活动对于消费者品牌价值感知，购买意愿等因变量影响作用机制；第二，探索企业能力水平以及竞争水平将如何调节这些影响；第三，研究了企业社会责任对消费者企业评价的心理机制是什么，以及这种机制将怎样受到不同文化背景影响。.围绕企业社会责任、品牌、消费者感知等研究主题，项目负责人黄蓉共有15篇标注本项目的研究成果发表 在国际顶级营销学和心理学学学术期刊上，其中国际顶尖营销学, 管理学和经济学期刊5篇（Journal of European Marketing 1 篇，Journal of Product and Brand Management 1 篇，Journal of Economic Psychology 1 篇, Journal of Environmental Management 1 篇， Asian Journal of Social Psychology 1 篇）; 其他如 Innovative Marketing, Journal of Contemporary Marketing Science , Applied Marketing Analytics 等国际知名SSCI期刊论文3 篇。国内权威期刊论文 2 篇 (其中1篇《管理世界》和1篇《财经研究》)。此外，研究成果还获得2016年 中国市场营销学术年会论文一等奖，入选2018年《管理世界》“中文精品哲社学术期刊外文版数字出版工程”。.在发表的论文之外，在接下来一两年中（2019, 2020年）还将有受到项目资助的其他论文和科学研究发表于国际顶级营销或者管理杂志，其中一篇论文在Journal of Advanced Consumer Research第二轮审稿中，一篇论文在国内顶级心理学期刊《心理学报》第二轮审稿中；另有其他工作论文还在积极准备投稿中。因此在接下来的一两年中，至少还有三到四篇论文发表在国际顶尖学术期刊或者一流期刊上。该项目所带来的影响和对于科学研究的促进是深远和延续的。