摘 要
随着社会对企业行为的关注日益增强，企业社会责任（CSR）逐渐成为塑造品牌形象的重要因素。本研究旨在探讨企业社会责任对品牌形象的影响机制，并分析其在不同情境下的作用效果。通过系统性文献回顾与理论构建，研究采用定量与定性相结合的方法，以问卷调查和深度访谈为主要数据收集手段，选取多个行业样本进行实证分析。结果显示，企业社会责任的履行能够显著提升消费者对企业品牌的认知度、信任感及忠诚度，且这种影响受到品牌声誉、消费者价值观匹配程度以及信息传播渠道等中介变量的调节作用。此外，研究发现社会责任活动的具体类型（如环境责任、员工关怀或社区贡献）对品牌形象的塑造具有差异化效应。本研究的创新点在于首次引入动态情境视角，揭示了企业社会责任在不同市场环境中的适应性及其长期影响路径，同时提出了“责任感知—情感联结—品牌价值”三阶段模型，为理论发展提供了新见解。主要贡献体现在丰富了企业社会责任与品牌形象关系的研究框架，为企业制定社会责任战略提供了实践指导，同时也为未来研究指明了可能的方向。
关键词：企业社会责任 品牌形象 消费者价值观匹配
Abstract
As societal attention to corporate behavior continues to increase, Corporate Social Responsibility (CSR) has gradually become a critical factor in shaping brand image. This study aims to explore the mechanism through which CSR influences brand image and analyze its effects under different contextual scenarios. By employing a systematic literature review and theoretical construction, the research adopts a mixed-methods approach, combining quantitative and qualitative methods, with questionnaire surveys and in-depth interviews as primary data collection tools, using multiple industry samples for empirical analysis. The findings indicate that the implementation of CSR significantly enhances consumers' awareness, trust, and loyalty toward a company's brand. This influence is moderated by mediating variables such as brand reputation, the alignment of consumer values, and information dissemination channels. Furthermore, the study reveals that specific types of social responsibility activities, such as environmental responsibility, employee care, or community contributions, have differential effects on brand image construction. A key innovation of this research lies in the introduction of a dynamic situational perspective, which uncovers the adaptability of CSR in various market environments and its long-term impact pathways. Additionally, a three-stage model—"responsibility perception-emotional connection-brand value"—is proposed, offering new insights into theoretical development. The main contributions of this study include enriching the research fr amework on the relationship between CSR and brand image, providing practical guidance for companies in formulating CSR strategies, and indicating potential directions for future research.
Keyword:Corporate Social Responsibility Brand Image Consumer Value Congruence
目 录
1绪论 1
1.1企业社会责任与品牌形象研究背景 1
1.2研究意义 1
1.3国内外研究现状分析 1
2企业社会责任对品牌形象的理论基础 2
2.1企业社会责任的核心概念 2
2.2品牌形象的定义与构成要素 2
2.3企业社会责任与品牌形象的关系模型 3
2.4相关理论框架综述 3
2.5理论对企业实践的指导意义 4
3企业社会责任对品牌形象的具体影响机制 4
3.1社会责任履行对品牌认知的作用 4
3.2消费者情感在其中的中介效应 4
3.3信任构建对品牌形象提升的影响 5
3.4不同类型社会责任的差异化影响 5
3.5影响机制的实证案例分析 5
4提升品牌形象的企业社会责任策略研究 5
4.1制定符合品牌定位的社会责任计划 6
4.2社会责任传播对品牌形象的强化作用 6
4.3消费者参与型社会责任活动的设计 6
4.4长期社会责任项目对品牌的持续影响 7
4.5实施效果评估与优化建议 7
5结论 7
参考文献 9
致谢 10
