A Study On Influent Factors Of The Brand Equity Evaluation Based On The Corporate Social Responsibility

Brand equity attracted business managers and scholars’ extensive attention since the1980s. The brand equity evaluation is the core and key issue in the research fields.Brand equityas a kind of intangible assets, reflects the enterprise long-term development potential anddecids the market competition ability of the enterprise, and is one of the most valuable assets ofcompanies. Assessment of brand equity plays a very important role in the survival anddevelopment of enterprises.However, the enterprises always just enjoy the huge economicprofit that brand equity bring for them, and ignore the social responsibility that enterprisesthemselves should bear in the assessment of brand equity, because the awareness and behaviorsof the corporate social responsibility will influence customer perception of the brand, whichfurther affects the business value of brand equity.But so for, most of the scholars only researchbrand equity and related problems, and lack systemic research of the relationship betweencorporate social responsibility and brand equity evaluation. At the same time, understand therelationship and influent situation between them has some theory and practical significance forenterprises to manage their brand equity and enhance its value.In this view, based on the relevant theoretical research results at home and abroad, thepaper firstly compared current research results of domestic and foreign researchers on brandequity evaluation and corporate social responsibility and reviewed three classifications ofbrand equity evaluation. Secondly, taking brand equity evaluation system in view of consumersas the theoretical basis and corporate social responsibility as a dimension, this paper combinedcorporate social responsibility, the totally new dimension, into the index system of influentfactors of brand equity evaluation in view of consumers and construct a conceptual system ofinfluent factors of brand equity evaluation, so as to make enterprises, brand and consumersclosely related under the evaluation system of brand equity and relevant theoretical system ofbrand equity evaluation further develop and compliment. And then the consumers of thedomestic dairy products are elected as survey. We have conducted questionnaire survey toconsumers in major supermarkets and shopping centers of Xi’an and analyzed the dataobtained through the questionnaire survey was analyzed using the statistic analysis softwareSPSS17.0. The results show that five dimensions of brand equity evaluation have positiverelations with brand equity and significantly positive impact on brand equity, and enterprisesocial responsibility itself has significantly positive impact on other four dimensions. Theseconclusions can provide enterprises with theoretical and practical guides in daily management.Finally the paper has summarized the innovation and limitations of this research, and pointed out the forward possible future research directions of brand equity evaluation.