Research On The Relationship Between The Corporate Socia Responsibility Behavior And Its Brand Growth

With the high speed development of social economy, some enterprises Ignore the social responsibility as an independent corporate citizen should undertake, do the behavior which makes environmental pollution and harms public interests in the process of rapidly developing and maximizing their own interests. The whole society even the whole humans have to pay a heavy price for the enterprises'behavior. More and more scholars, governments and even common people realize that enterprise management behavior is not only an enterprise behavior any more, but also a behavior closely related to the interests of the general public. The most successful enterprise is the enterprise which is most beneficial to the society. Enterprise is not only the basic organization of the regional economy, but also the basic organization of the regional community. Furthermore, enterprise is a basic organization which impact our own living environment. Any enterprise has an obligation to coordinate its development with natural resources and social development. The behavior of corporate social responsibility is the positive interaction of their own development and the external environment, which can Improve enterprise microeconomic efficiency and promote the improvement of social macroeconomic at the same time. The behavior of corporate social responsibility emphasize that enterprise fulfill their its social responsibilities and achieve its brand's robust growth and development simultaneously, which helps to achieve common sustainable development of enterprises and society. In the war of the brand market in 21st century, with the increasing importance of brand, brand growth strategy is also increasingly becoming a major topic which enterprises concern. As consumers continue to deepen their brand awareness, their demand of the brand content is changing continuously. The demand of increasingly sophisticated consumers is no longer confined to the level of the product. Individual needs, emotional resonance and personal value in the aspects such as protection of the environment, social welfare, business ethics are continuously improving. This thesis first presents the concept of the behavior of corporate social responsibility, and make the appropriate level partition according to the field of corporate social responsibility behavior. The aim of this thesis is to explore that how the brand growth is influenced by the consumers' responses toward the behavior of corporate social responsibility in different field. Through this thesis, we hope to make some theoretical directions for enterprises to carry out social responsibility activities, assist enterprises to choose the strategic key fields which fit their brand value concept, and support enterprises choosing the social activities which fit their management destination. Therefore, we consider that the focus of corporate social responsibility practice is not 'explain problem', but'solve problem'. What we solve is the problem 'how to do'and'do well'for enterprises.In this thesis, we firstly clarify the theoretical context of the behavior of corporate social responsibility and brand growth through reviewing and concluding the theory and document research of corporate social responsibility, responses of consumers, brand relationship and brand growth. Then we hope to explore research ideas and methods of brand growth in the perspective of corporate social responsibility. Secondly, in the aspect of research idea, we propose the basic concept of brand growth in the perspective of social responsibility according to the canonical form brand relationship research. Then we pick up the dimension geometry of the relationship between the behavior of corporate social responsibility and brand growth from three levels (behavior of social responsibility, responses of consumers, brand growth), and establish the relationship model of the behavior of corporate social responsibility and brand growth according to the brand growth process as a principal line. Finally, we select milk brand to do investigation, collect and neaten sample data. Then we propose management strategy according to data analysis and the result of empirical examining. In aspect of research method, we employ advanced theory and method such as secondary data analysis, comparative analysis, logical reasoning, speculative summarized interpretation of qualitative research and quantitative analysis etc.. Meanwhile, we fully consider the development trend of the practice of social responsibility behavior, and pay enough attention to the method such as close combination of theory and practice, comprehensive validation of ration and determination, overall consideration of standard and empirical. Therefore, the whole research could be with integrality, systematicness and scientificalness.Based on the research idea above, we bring the factors such as corporate social responsibility behavior, enterprise reputation, consumer identity and brand growth into a framework system according to the research on corporate social responsibility, consumer response, brand relationship and brand growth. Then we construct three-level concept model of the relationship between corporate social responsibility behavior and brand growth, deeply analyze the relationship among each factor, and verify the assumed relationship proposed from the concept model through normative Positive Analysis. We also discuss the assumed result, which reveal the theoretical value and guiding significance for management practice of the research. The thesis mainly include the aspects as below:Firstly, we deeply analyze relative theory and research literature of our research. We summarize corporate social responsibility theory in the aspect of the two argument for corporate social responsibility in the history and four-responsibility theoretical mode of the corporate social responsibility proposed by Caroll, which provide theoretical foundation for demarcation and dimension division of the corporate social responsibility. We research and summarize the consumer response include concept of consumer value, connotation and value structure of consumer value, and we review cognition factor and emotion factor of consumers, which provide theoretical foundation for demarcation and dimension division of consumer response. We summarize the theory of brand growth include the concept and connotation of brand relationship and the relative research theory of consumer brand property, which provide theoretical foundation for demarcation and dimension division of brand growth.Secondly, we construct the concept model of the relation between corporate social responsibility behavior and brand growth. According to human behavior S-O-R Model, we propose the concept of corporate social responsibility and brand growth, and construct the three-level concept model of the relationship between corporate social responsibility behavior and brand growth, and present the assumed relationship among each factor. Based on the existing theory and literature, we divide corporate social responsibility behavior into three dimension include basic responsibility behavior, environmental protection behavior and social donation behavior, divide consumer response into two dimension include corporate reputation and consumer self-identity, divide brand growth into three dimension include popularity, reputation and loyalty. According to the analysis the connotation and dimension division of each research variable, we propose the theoretical model of the relationship among each variable. We analyze the structure relationship among three-level factor according to theoretical derivation.Thirdly, empirical study. Based on the relative research of each dimension variable and the development process of standard scale table, we design a research scale include 34 items through small scale interview and Preliminary Investigation, and discuss rationality of the relationship model for corporate social responsibility behavior and brand growth qualitatively. We empirically examine the concept model through descriptive statistical analysis, exploratory factor analysis and confirmatory factor analysis, and develop a research scale table with reliability and validity as a tool for further data analysis and examination. On that basis, we establish equations of structure according to the concept model of the relationship between corporate social responsibility behavior and brand growth, and do the structure equation model analysis and assumption examination using sample data. The result is that there are 17 relationships obtain support and 4 items fail the examination.Fourthly, we propose suggestions and countermeasures for the management of corporate social responsibility behavior in the process of brand growth. After examining the structure model of the relationship between corporate social responsibility behavior and brand growth, in order to solve the disperse problem between corporate social responsibility behavior and brand growth, we clear up that corporate social responsibility behavior makes good environment and opportunity for brand growth, and present some suggestions and countermeasures for practical management. We propose that solving the aimlessness and nearsightedness problem of corporate social responsibility behavior and achieving corporate social responsibility integrate into brand management effectively can match up corporate strategy better and achieve a win-win situation for corporate brand growth and social interest.Combine the research in this thesis, we make some main conclusions through Qualitative and rational examination as below:Firstly, corporate social responsibility is the responsibility a corporation should undertake as its existence. Similar to other social behavior subject, corporations obtain resources and equities from the society, thus corporations should undertake corresponding responsibility and obligation. Corporations should know that social responsibility behavior can bring long-term returns. Along with further promotion of consumers'conscientiousness of social responsibility, their expectation to corporate social responsibility must be promoted, too. Secondly, we innovatively divide corporate social responsibility behavior into three levels which all influence the brand growth in the light of the substantiation examination results. Although corporate social responsibility does not influence loyalty directly, its indirect total (though corporate reputation and consumer self-identity) is very considerable. Therefore, corporate social responsibility behavior is not only a commitment for corporate brand, but also a Strategic opportunity. Thirdly, corporate social responsibility behavior must match up consumers' needs. What consumers need is not only certain physical characteristics of products themselves, but also seeking emotional satisfaction. With the help of the anastomosis of the self-concept for the social image and characteristics of product brand, corporations'positive social responsibility behavior can satisfy consumers'social desire. Finally, corporate social responsibility behavior is an important factor for brand growth. Brand is corporations' intangible assets, whether the brand growth is healthy or not directly relate to the survival of corporations. Corporations are social corporations, which is responsible and amenable to reward the society and maintain the good development of society. If corporations can preferably coordinate the relationship between corporate social responsibility behavior and brand growth when they make decisions, they will bring more social benefits and economic benefits, which will achieve harmonious development for corporations and the whole society.This thesis research the existing theory and literature and make some innovations which mainly reflect for the aspects as below. Firstly, based on the research on corporate social responsibility behavior from Scholars both at home and abroad and combined with the corporations'status in China, we innovatively propose dimension division method for corporate social responsibility behavior. Secondly, according to human behavior S-O-R mode, we propose the concept of relationship between corporate social responsibility behavior and brand growth, and construct three-level structure framework system. We develop 34 items scale table to measure consumer value, and examine the table by substantiation data. Finally, we establish generalized model of the relationship between corporate social responsibility behavior and brand growth, and make substantiation research by using sample data, which reveal the function of the relationship between corporate social responsibility behavior and brand growth.