环境污染丑闻对企业形象的影响机制的研究.pdfVIP

DP-055 论文题目：环境污染丑闻对企业形象的影响机制研究 a b c d 论文作者：余伟萍 ；丁磊 ；王春娅 ；左仁淑 作者单位：四川大学商学院a,b,c,d ；河南理工大学c   环境污染丑闻对企业形象的影响机制研究    摘要:企业与我国频繁发生的环境污染丑闻之间关系密切。本文基于品牌丑闻理 论与企业形象理论，通过两个研究，探索环境污染丑闻如何影响企业形象。研究 一通过实验研究发现环境污染丑闻会显著降低企业形象评价，对企业能力形象和 社会责任形象均造成负面影响；研究二分别验证环境污染丑闻严重性、关联性和 消费者社会责任意识在环境污染影响企业形象过程中的调节作用。研究结果表 明，丑闻严重性在环境污染丑闻影响企业形象过程中起到显著的负向调节作用; 而环境污染丑闻的关联性却并未如同其他类型的品牌丑闻那样存在明显的调节 作用差异。消费者社会责任意识正向调节了环境污染丑闻对企业社会责任形象的 消极影响，但其在企业能力形象方面的调节作用并不存在。  关键词:环境污染;品牌丑闻;企业能力形象;企业社会责任形象;影响机制    Research on influencing mechanism of environmental pollution scandals on corporate image Abstract:Environmental pollution scandals are frequent in China,it has much to do with corporates. This article explores how environmental pollution scandals affect corporate image through two studies based on brand scandal theory and corporate image theory.Study one finds that environmental pollution scandals reduce corporate image evaluation significantly and have a negative impact both on corporate ability image and corporate social responsibility image;Study two tests the moderating effect of seriousness and relevance of environmental pollution scandals and consumer consciousness of social responsibility on the relationship between environmental pollution scandals and corporate image respectively. The results prove that seriousness of environmental pollution scandals negatively moderated the relationship between environmental pollution scandals and corporate image significantly;but relevance of environmental pollution scandals doesn’t have an obvious moderating effect like other types of scandals.The positive regulation of consumer consciousness of social responsibility on the relationship between environmental pollution scandals and corporate