企业社会责任对品牌价值的影响 -工商管理专业

摘要

随着经济全球化进程的加快和社会对企业的期望日益多元化，企业社会责任（CSR）逐渐成为衡量企业发展的重要维度，其对企业品牌价值的影响也成为学术界和企业界共同关注的焦点。本研究旨在探讨企业社会责任与品牌价值之间的内在联系，基于利益相关者理论和资源基础观，构建了包含经济责任、法律责任、伦理责任和慈善责任四个维度的企业社会责任评价体系，并以品牌认知度、品牌忠诚度和品牌美誉度为品牌价值的衡量指标。采用问卷调查法获取数据，运用结构方程模型进行实证分析。结果表明，企业社会责任各维度均对品牌价值有显著正向影响，其中伦理责任和慈善责任的影响更为突出；不同类型的CSR活动对品牌价值各构成要素的作用机制存在差异。创新点在于细化了企业社会责任的维度并深入剖析了其对品牌价值影响的具体路径，为企业履行社会责任提供了理论依据和实践指导，有助于企业在提升自身形象的同时实现可持续发展，也为进一步丰富企业社会责任与品牌管理领域的研究做出了贡献。

关键词：企业社会责任；品牌价值；伦理责任

Abstract

As the process of economic globalization accelerates and societal expectations of enterprises become increasingly diversified, Corporate Social Responsibility (CSR) has gradually emerged as a critical dimension for evaluating corporate development. The impact of CSR on brand value has become a focal point of joint concern in both academic and business circles. This study aims to explore the intrinsic relationship between CSR and brand value. Based on stakeholder theory and resource-based view, a CSR evaluation system encompassing four dimensions—economic responsibility, legal responsibility, ethical responsibility, and philanthropic responsibility—was constructed. Brand awareness, brand loyalty, and brand reputation were selected as indicators to measure brand value. Data were collected through a questionnaire survey and analyzed using structural equation modeling. The results indicate that all dimensions of CSR have a significantly positive impact on brand value, with ethical and philanthropic responsibilities exerting more pronounced effects; the mechanisms by which different types of CSR activities influence the components of brand value vary. The innovation of this research lies in refining the dimensions of CSR and conducting an in-depth analysis of its specific pathways influencing brand value, providing theoretical support and practical guidance for enterprises in fulfilling their social responsibilities. This not only helps enterprises enhance their image and achieve sustainable development but also contributes to enriching research in the fields of CSR and brand management.

Keywords：Corporate Social Responsibility; Brand Value; Ethical Responsibility

摘要 I

Abstract II

一、绪论 1

(一) 企业社会责任与品牌价值研究背景 1

(二) 研究的意义与价值 1

(三) 国内外研究现状综述 1

(四) 研究方法与技术路线 2

二、企业社会责任的构成要素分析 2

(一) 社会责任的理论基础 2

(二) 企业社会责任的主要维度 3

(三) 社会责任对企业形象的影响机制 3