摘 要
企业社会责任（CSR）作为现代企业管理的重要组成部分，对品牌忠诚度的影响日益受到关注。本研究基于利益相关者理论和资源依赖理论，探讨了企业社会责任与品牌忠诚度之间的关系，旨在揭示两者之间的作用机制及影响路径。通过文献综述发现现有研究在变量测量、样本选择等方面存在不足，因此本研究采用问卷调查法，在全国范围内选取不同行业、不同规模的1200家企业员工及消费者作为样本，运用结构方程模型进行实证分析。研究结果表明，企业社会责任对企业形象有显著正向影响，进而间接提升品牌忠诚度；其中，社会公益责任对品牌忠诚度的影响最为明显。此外，企业规模在这一关系中起到调节作用，大型企业在履行社会责任时更易获得消费者认可。本研究创新性地引入了企业规模作为调节变量，并从多维度解析了企业社会责任各维度对品牌忠诚度的不同影响路径，为企业更好地履行社会责任提供了理论依据和实践指导。
关键词：企业社会责任；品牌忠诚度；企业形象；社会公益责任；企业规模调节作用
Abstract
Corporate Social Responsibility (CSR) as an essential component of modern enterprise management has garnered increasing attention for its impact on brand loyalty. This study investigates the relationship between CSR and brand loyalty based on stakeholder theory and resource dependence theory, aiming to uncover the underlying mechanisms and influence paths. A review of existing literature reveals deficiencies in variable measurement and sample selection. Therefore, this study employs a questionnaire survey method, selecting 1200 employees and consumers from enterprises of various industries and sizes across the nation as samples, and uses structural equation modeling for empirical analysis. The results indicate that CSR has a significantly positive effect on corporate image, which in turn indirectly enhances brand loyalty; notably, social philanthropy responsibility exerts the most pronounced influence on brand loyalty. Moreover, firm size moderates this relationship, with large firms more likely to gain consumer recognition when fulfilling social responsibilities. Innovatively, this study introduces firm size as a moderating variable and analyzes the different influence paths of various dimensions of CSR on brand loyalty from multiple perspectives, providing theoretical support and practical guidance for enterprises to better fulfill their social responsibilities.
Keywords: Corporate Social Responsibility；Brand Loyalty；Corporate Image；Social Public Welfare Responsibility；Enterprise Size Moderating Role
目 录
摘 要 I
Abstract II
引言 1
一、企业社会责任的理论基础 1
（一）企业社会责任概念界定 1
（二）企业社会责任发展脉络 2
（三）企业社会责任评价体系 2
二、品牌忠诚度的形成机制 2
（一）品牌忠诚度内涵解析 3
（二）消费者心理与品牌忠诚 3
（三）影响品牌忠诚度的因素 3
三、企业社会责任对品牌忠诚度的影响路径 4
（一）社会责任提升品牌形象 4
（二）社会责任增强消费者信任 4
（三）社会责任促进情感联结 5
四、实证研究与案例分析 5
（一）研究设计与方法选择 5
（二）数据分析与结果呈现 6
（三）案例剖析与经验总结 6
结 论 7
致 谢 8
参考文献 9
企业社会责任（CSR）作为现代企业管理的重要组成部分，对品牌忠诚度的影响日益受到关注。本研究基于利益相关者理论和资源依赖理论，探讨了企业社会责任与品牌忠诚度之间的关系，旨在揭示两者之间的作用机制及影响路径。通过文献综述发现现有研究在变量测量、样本选择等方面存在不足，因此本研究采用问卷调查法，在全国范围内选取不同行业、不同规模的1200家企业员工及消费者作为样本，运用结构方程模型进行实证分析。研究结果表明，企业社会责任对企业形象有显著正向影响，进而间接提升品牌忠诚度；其中，社会公益责任对品牌忠诚度的影响最为明显。此外，企业规模在这一关系中起到调节作用，大型企业在履行社会责任时更易获得消费者认可。本研究创新性地引入了企业规模作为调节变量，并从多维度解析了企业社会责任各维度对品牌忠诚度的不同影响路径，为企业更好地履行社会责任提供了理论依据和实践指导。
关键词：企业社会责任；品牌忠诚度；企业形象；社会公益责任；企业规模调节作用
Abstract
Corporate Social Responsibility (CSR) as an essential component of modern enterprise management has garnered increasing attention for its impact on brand loyalty. This study investigates the relationship between CSR and brand loyalty based on stakeholder theory and resource dependence theory, aiming to uncover the underlying mechanisms and influence paths. A review of existing literature reveals deficiencies in variable measurement and sample selection. Therefore, this study employs a questionnaire survey method, selecting 1200 employees and consumers from enterprises of various industries and sizes across the nation as samples, and uses structural equation modeling for empirical analysis. The results indicate that CSR has a significantly positive effect on corporate image, which in turn indirectly enhances brand loyalty; notably, social philanthropy responsibility exerts the most pronounced influence on brand loyalty. Moreover, firm size moderates this relationship, with large firms more likely to gain consumer recognition when fulfilling social responsibilities. Innovatively, this study introduces firm size as a moderating variable and analyzes the different influence paths of various dimensions of CSR on brand loyalty from multiple perspectives, providing theoretical support and practical guidance for enterprises to better fulfill their social responsibilities.
Keywords: Corporate Social Responsibility；Brand Loyalty；Corporate Image；Social Public Welfare Responsibility；Enterprise Size Moderating Role
目 录
摘 要 I
Abstract II
引言 1
一、企业社会责任的理论基础 1
（一）企业社会责任概念界定 1
（二）企业社会责任发展脉络 2
（三）企业社会责任评价体系 2
二、品牌忠诚度的形成机制 2
（一）品牌忠诚度内涵解析 3
（二）消费者心理与品牌忠诚 3
（三）影响品牌忠诚度的因素 3
三、企业社会责任对品牌忠诚度的影响路径 4
（一）社会责任提升品牌形象 4
（二）社会责任增强消费者信任 4
（三）社会责任促进情感联结 5
四、实证研究与案例分析 5
（一）研究设计与方法选择 5
（二）数据分析与结果呈现 6
（三）案例剖析与经验总结 6
结 论 7
致 谢 8
参考文献 9
