An Empirical Research Of Strategic Csr Impact On Brand Equity

The research on brand equity is the hottest topic which attracts attention in the marketing. As the key areas of this type research, brand equity evaluation based on consumers can not only measure brand strength and the degree of strength change, but also find the factors which affect brand equity and brand equity change. It makes sense for enterprises to master the effect which corporate societal marketing activities impact on brand equity, aiming to make a more effective brand management.In the recent years, many home and abroad scholars focus on the strategic significance of corporate social responsibility. Corporate social responsibility has been associated with strategy, customer buying behavior, brand, performance and so on. In China, the theory about corporate social responsibility, which imports form the foreign country, establishes in the West matured framework, and lacks of localization of the theoretical system.The potential business impact of CSR is not yet in-depth knowledge, and CSR to a strategic level the lack of the necessary theoretical support and empirical validation.It takes the strategic CSR developing situation as the background, takes the brand equity research model based on consumer as the key point, and takes the relationship between strategic CSR and brand equity as the object in the study. In the foundation of summarizing the domestic and foreign scholars study on strategic CSR and brand equity, it constructs the model of the relationship between strategic CSR and brand equity. It also carries on the examination and the revision through the real diagnosis to the model. It emphasizes that the 5 latitude of the strategic CSR shows a positive correlation between Brand Awareness,Perceived Quality,Brand Association and Brand Loyalty. Finally, it discusses and analyzes the conclusion of the study.