A Study On The Relationship Between The CRS And Brand Assets Based On The Perspective Of Cosumer

Nowadays, the global competition is becoming more intense, and the product homogeneity isserious increasingly, brand as a kind of intangible assets of the enterprise, its value gets more andmore attentions of the enterprise.To improve the brand value of assets, not only can make theenterprise get victory in the competition, but also can maintain long-term development of theenterprise. Therefore, enterprise want to will not be eliminated in the market, and keep thecontinuous development, the key is that enterprise must establish and promote the brand assetsthrough the marketing means, and gain a competitive advantage to make the enterprise invincible.With the consumption idea growing mature increasingly, consumers’demands not onlystopped in product level, it has risen to the attention of corporate social responsibility now.Enterprise does not pay attention to the social responsibility，its brand reputation will fall, such asmelamine events, it damaged the consumers’trust for SanLu brand, and produced immeasurablenegative effect to SanLu brand reputation. As a social marketing way, the relationship betweensocial responsibility and brand assets becomes the research hotspot in marketing academic.Based on the consumers’perspectives, this article discussed the relationship between corporatesocial responsibility and brand assets. Through analysed of the related literature at home and abroad,this paper revealed the the relationship among the corporate social responsibility, brand reputationand the brand assets,built model of the corporate social responsibility influenced the brand assetswith or not with brand reputation as intermediary variable. Proposed the relevant hypothesisaccording to the model proposes, and designed the questionnaire refer to the foreign research scalecombined with the actual situation of respondents.This study used SPSS to analysethe results ofquestionnaire with factor analysis, correlation analysis and regression analysis and so on, and getfurther analysis the influence of corporate social responsibility to the brand assets and the mediatingrole of brand reputation. The results of the study show that, the corporate take over responsibility toconsumer and community has significantly positive impact on brand assets ,the brand reputationplay a mediating role in them , the enterprise take over responsibility to the environment in thecomputer industry have no significant influence on brand assets , the differences of consumer age,educational level, and computer brand can make consumers have differences of brandevaluation.Finally, this paper put forward relevant suggestions for enterprise how to combine thesocial responsibility and brand assets, to established and maintain a strong brand assets.