for the empirical analysis of corporate social responsibility（企业社会责任的实证分析）.docVIP

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for the empirical analysis of corporate social responsibility（企业社会责任的实证分析）.doc

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for the empirical analysis of corporate social responsibility（企业社会责任的实证分析）

For the empirical analysis of corporate social responsibility Abstract: The study of corporate social responsibility had a profound impact on Chinese and foreign enterprises from existing studies, corporate social responsibility on brand image and consumers’ willingness to buy have a positive impact of the article focuses on brand image as a corporate social responsibility and purchase intention intermediary role is significant, and its a hypothetical study and empirical analysis. Keywords: corporate social responsibility, brand image, purchase intentions I. Introduction ‘Corporate Social Responsibility’ (Corporate Social Responsibility, referred to as CSR, the concept was first used by American scholars Shelton (Sheldon in 1924 put forward. ‘Corporate social responsibility’ as a social movement since the 1980s began First launched in the Western world, with the rapid advance of globalization has expanded to global scale, the Chinese enterprises have also had a profound impact. 2008 is known as ‘China’s first year of corporate social responsibility’ in the May 12, 2008 8.0 earthquake occurred in Wenchuan, the private voluntary charity set off an unprecedented mass upsurge, many companies are making donations. Different enterprises respond differently to the donation, we have different corporate brand image may also have different perceptions, may in turn affect our intention to buy. So, corporate social responsibility and brand image and purchase intent between what kind of relationship? Second, the research hypothesis and theoretical model Focus on business and social development today, only when the company complied with the social responsibility based on moral, it is possible to win acceptance in society and improve the brand’s reputation and win the trust of customers, as customers preferred object to enhance the company’s marketing competitiveness and achieve sustainable development of enterprises and some studies suggest that, CSR wil