略论企业社会责任的品牌影响力.docVIP

略论企业社会责任与品牌影响力 【摘要】 企业社会责任是一个老话题,但是将企业社会责任与品牌影响力联系在一起研讨却是一个新选题。本文重点论述了企业社会责任与品牌影响力的概念，企业承担社会责任的必要性, 以及企业社会责任与品牌影响力的内在联系。文章认为, 企业持续发展是其基本社会责任, 品牌影响力的提升是企业持续发展的重要标志, 企业承担社会责任有益于促使品牌影响力的提升, 企业社会责任是评价品牌影响力不可忽视的重要构成要素。 【关键词】 企业社会责任；品牌影响力 【Abstract】 Corporate social responsibility is being discussed for a long time.However, it may be a new way to put CSR and Brand influence together for discussing.This text focuses on the concept of CSR and brand influence , the necessity of taking the responsibility of CSR and the Internal relations between CSR and brand influence. The text holds the thought that it is the social responsibility of a business to sustain development ,the development of brand influence is the important symbol of business sustainning development ,business taking the social responsibility will do good to the development of brand influence and CSR is an important factor which can not be ignored when assessing the brand influenc. 【Key Words】 Corporate Social Responsibility；Brand influence Alan J. Bergstrom.(2003).Brand Councils that Care: Towards the Convergence of Branding and Corporate Social Responsibility. Brand Management,10(4-5) [2] Graham Page, Helen Fearn.(2005).Corporate Reputation: What Do Consumers Really Care About? Journal of Advertising Research,(Sep). [3] Satya Menon, Barbara E.Kahn.(2003).Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand? Journal of Consumer Psychology,13(3). [4] Bostock, T.E. “The Dangers of Weasel Words: ‘Corporate Social Responsibility’as a Banner for Left-Wing Politics.” National Observer. 2005 [5] Bakan, Joel.“The Corporation: the Pathological Pursuit of Profit and Power.” Free Press. 2004.New York [6] (美) Drucker, P.F.著.《管理：使命、责任、实务（使命篇）》，机械工业出版社，2006. [7] (美) 菲利普.科特勒.企业的社会责任[M].机械工业出版社，2006. [8] 刘凤军.品牌运营论[M].经济科学出版社，2000. [9] 郭振玺，刘凤军等.影响力营销[M].中国传媒大学出版社，2005. [10] (美)罗伯特.西奥迪尼.影响力[M].中国人民大学出版社，2006. [11] 中国企业社会责任报告[M].中