品牌社交责任对消费者品牌忠诚度的影响研究
摘要
随着社会责任意识的增强，品牌社交责任已成为品牌建设和管理中的重要组成部分。本文首先概述了品牌社交责任的定义、内涵和实质，并指出其对消费者品牌忠诚度的影响。在具体分析中，论文发现品牌社交责任虚伪行为、认知失调和实现成本等因素对消费者品牌忠诚度的负面影响，并提出品牌应该确保社交责任行为的真实性，协调好商业目标和社会责任之间的平衡，以及采用多样化的方式来体现社交责任等解决方法。本文旨在探讨品牌社交责任对消费者品牌忠诚度的影响，为品牌管理者提供合理的建议和实践指导。
关键词：品牌社交责任；消费者品牌忠诚度；品牌管理
Abstract
With the enhancement of social responsibility awareness, brand social responsibility has become an important component of brand construction and management. This paper firstly outlines the definition, connotation, and essence of brand social responsibility, and points out its impact on consumer brand loyalty. In specific analysis, the paper finds negative impact of factors such as false brand social responsibility behavior, cognitive dissonance, and implementation costs on consumer brand loyalty, and proposes solutions such as ensuring the authenticity of social responsibility behavior, coordinating the balance between business goals and social responsibility, and using diversified ways to demonstrate social responsibility. The purpose of this paper is to explore the impact of brand social responsibility on consumer brand loyalty, and provide reasonable suggestions and practical guidance for brand managers.
Keywords: brand social responsibility; consumer brand loyalty; brand management
目录
摘要 I
Abstract II
引言 1
一、品牌社交责任概述 1
（一）品牌社交责任的定义和特征 1
（二）品牌社交责任的内涵和构成要素 2
（三）品牌社交责任的实质和意义 2
二、品牌社交责任对消费者品牌忠诚度的影响 3
（一）品牌社交责任虚伪行为可能导致消费者不信任品牌 3
（二）品牌社交责任可能导致消费者的认知失调 3
（三）品牌社交责任行为的实现可能需要消费者的参与或牺牲 3
三、品牌社交责任对消费者品牌忠诚度的影响的解决方法 4
（一）提高透明度 4
（二）搞好沟通 4
（三）全员参与 5
结论 5
致谢 6
参考文献 7
摘要
随着社会责任意识的增强，品牌社交责任已成为品牌建设和管理中的重要组成部分。本文首先概述了品牌社交责任的定义、内涵和实质，并指出其对消费者品牌忠诚度的影响。在具体分析中，论文发现品牌社交责任虚伪行为、认知失调和实现成本等因素对消费者品牌忠诚度的负面影响，并提出品牌应该确保社交责任行为的真实性，协调好商业目标和社会责任之间的平衡，以及采用多样化的方式来体现社交责任等解决方法。本文旨在探讨品牌社交责任对消费者品牌忠诚度的影响，为品牌管理者提供合理的建议和实践指导。
关键词：品牌社交责任；消费者品牌忠诚度；品牌管理
Abstract
With the enhancement of social responsibility awareness, brand social responsibility has become an important component of brand construction and management. This paper firstly outlines the definition, connotation, and essence of brand social responsibility, and points out its impact on consumer brand loyalty. In specific analysis, the paper finds negative impact of factors such as false brand social responsibility behavior, cognitive dissonance, and implementation costs on consumer brand loyalty, and proposes solutions such as ensuring the authenticity of social responsibility behavior, coordinating the balance between business goals and social responsibility, and using diversified ways to demonstrate social responsibility. The purpose of this paper is to explore the impact of brand social responsibility on consumer brand loyalty, and provide reasonable suggestions and practical guidance for brand managers.
Keywords: brand social responsibility; consumer brand loyalty; brand management
目录
摘要 I
Abstract II
引言 1
一、品牌社交责任概述 1
（一）品牌社交责任的定义和特征 1
（二）品牌社交责任的内涵和构成要素 2
（三）品牌社交责任的实质和意义 2
二、品牌社交责任对消费者品牌忠诚度的影响 3
（一）品牌社交责任虚伪行为可能导致消费者不信任品牌 3
（二）品牌社交责任可能导致消费者的认知失调 3
（三）品牌社交责任行为的实现可能需要消费者的参与或牺牲 3
三、品牌社交责任对消费者品牌忠诚度的影响的解决方法 4
（一）提高透明度 4
（二）搞好沟通 4
（三）全员参与 5
结论 5
致谢 6
参考文献 7
