CSR战略和传播渠道对品牌信任的影响研究.pdfVIP

2014年 11月 善粟1,I{奢 假 NOV．，2014 (第28卷第11期) EastChinaEconomicManagement (Vol_28．No．11) ●战略管理 [DOI]10．3969j／．issn．1007—5097．2014．11．021 CSR战略和传播渠道对品牌信任的影响研究 黄 光 ，魏婷婷 ，黄匡熹 ，周延风 (1．广东财经大学 财税学院，广东 广州 510320；2．中山大学 管理学院，广东 广州 510275； 3．麦吉尔大学，加拿大 蒙特利尔 H2X2C9) A StudyoftheImpactofCorporateSocialResponsibilityStrategyandCommunicationChannel onBrandTrust HUANG Guang，WEITing-ting，HUANG Kuang—xi，ZHOUYan—feng2 (．SchoolofPublicFinanceTaxation，GuangdongUniversityofFinanceandEconomics，Guangzhou510320，China； 2．Bta~inessSchool，Sf／ⅣM 姐 N University，Guangzhou510275，China；3．McGillUniversity，MontrealH2X2C9，Canada) Abstract：Enterpriseshavethenewdevelopmentthoughtsonthewaytounde~akecorporatesocialresponsibility(CRS)along withthecontinuouschangeoftheconnotationofCRS，moreover，theyrealizetheimpo~anceofthecommunicationofsocialre— sponsibilityinformation．Basedontheliteraturereview，thepapermakesastudyontheinfluencingmechanism ofthewaytoun— dertakeCRSandthechanneltocommunicateCRSonbrandtrust．Ononethehand．theCRScanbeclassifiedintostrategic CRSandreactiveCRSbasedonwhetheritcombineswiththeenterprise’Scorebusiness．Ontheotherhand，theinformation communicationchannelofCRScanbedividedintointernalcommunicationchannelandexternalcommunicationchannelbased onwhetheritiscontrollable．ThepaperalsoexplorestheimpactsofCRSstrategyandCRScommunicationchannelonthemotive attributionandbrandtrustbyintroducingsocialdrivingattributionandselfinterestdrivingattributionasmediatingvariables． Keywords：corporatesocialresponsibilitystrategy；brandturst；coproratesocialresponsibilitycommunication；motiveattribution 一 、 引 言 涵的变化对