作　　者： ; ; ;

机构地区： 五邑大学经济管理学院

出　　处： 《品牌》 2017年第6期4-10,17,共8页

摘　　要： 研究以企业社会责任为视角,通过实验研究重点探讨了对品牌丑闻信息的消费者购买意愿影响问题。研究结果认为:①不同的品牌丑闻信息危害程度对消费者的购买意愿影响是不同的;②企业履行积极的社会责任能够有效降低品牌丑闻对消费者的负面效应,即无论品牌丑闻严重程度如何,消费者的购买意愿都无显著差异;而当企业履行消极的社会责任时,品牌丑闻严重程度对消费者购买意愿有显著的负向影响。研究结论对企业实施品牌危机管理具有重要的指导与借鉴意义。 With a focus on corporate social responsibility(CSR),this research used experiment to examine negative brand information and its effects on consumers' purchase intentions.The results showed that different negative brand information has different effects on consumers' purchase intentions.Fulfilling CSR positively can effectively mitigate consumers' vulnerability to the negative brand information and make consumers' purchase intentions unaffected; however, a failure to fulfill CSR instead significantly lowered consumers' purchase intentions.The theoretical and managerial contributions of these conclusion were discussed.

关 键 词： 企业社会责任 品牌丑闻 购买意愿 调节效应

领　　域： []