Research On The Influence Of Corporate Social Responsibility On The Brand Equity From The Consumer Perspective

In today’s world open competitive market environment, corporate social responsibility has become an important field of business sustained attention and constant practice. As business stakeholders consumer understanding of corporate social responsibility, corporate social responsibility in specific actions and evaluate the attitude of corporate social responsibility concrete action perception, to promote the practice of corporate social responsibility has an important positive impact. Research in recent years has been the brand equity of the domestic academic attention. Intangible assets with a more powerful vitality in entrepreneurs and consumers are increasingly concerned about the next. Brand as an intangible asset, brand equity for sustainable development of enterprises, a number of important indicators, such as value-added products have a significant impact, which makes the brand equity assets become more vitality and sense of worth. After its importance gradually been demonstrated, constituent elements of brand assets, what factors influenced by a series of important issues, such as how to measure, it is becoming increasingly important. Corporate social responsibility to consumers sensitive to its existence, and thus produce a change of attitude and purchase intent, thereby enhancing brand equity is a complex process. The purpose of this paper is to study the relationship through corporate social responsibility and brand equity, providing quality products and services to understand the business employees, safeguard the legitimate rights and interests, and actively join the public welfare, how to reduce environmental damage, such as corporate social responsibility should be carried out, to get the consumer’s perception and recognition, thereby enhancing brand equity, and thus to provide enterprises with the development of a harmonious living space, to improve their competitiveness in order to create more profits, achieve sustainable development.Through the present study describes the background, before the scholars of corporate social responsibility, the basis of the perception of corporate social responsibility and brand research assets, based on the perspective of consumers, the perception of corporate social responsibility as a mediating variable studied brand of corporate social responsibility Effect of assets. In this paper questionnaire as a research method, first proposed the hypothesis, and questionnaires to collect data by taking a random sample of the way for the consumer, the use of statistical methods for measurement of quantitative data analysis to test hypotheses, draw conclusions. Specific method is based on a literature review, a theoretical model and research hypothesis of this paper, through the design of the questionnaire to collect data using SPSS reliability and validity of the test questionnaire was used for correlation analysis and regression analysis, according to the results for the proposed research hypotheses, the final conclusion.Corporate Social Responsibility in Action economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility for the perception of corporate social responsibility has a positive relationship between visibility. CSR in Action CSR legal responsibility, ethical responsibility and charitable responsibility for the timeliness of the perception of corporate social responsibility has a positive significant effect. CSR actions ethical responsibility and charitable responsibility for corporate social responsibility known to have a significant impact timeliness. CSR actions ethical responsibility and philanthropic responsibilities have a significant impact on corporate social responsibility initiative known. Perception of corporate social responsibility in four dimensions visible, proactive, timeliness, moderation There were significant positive impact on the brand distinction. Visibility, timeliness, moderation and other three variables on corporate social responsibility to know the brand association exists significant positive impact. Perception of corporate social responsibility in four dimensions visible, proactive, timeliness, moderation There were significant positive impact on the brand position. Visibility, initiative, moderation and other three variables on corporate social responsibility known brand awareness are significant positive effect.This study is based on the perspective of consumers, the study of the relationship between corporate social responsibility and brand equity from the consumer’s point of view, and is expected to explore the perception of social responsibility CSR affect brand equity in the intermediary role. In previous studies related to brand equity, most of the corporate social responsibility as a factor of brand equity, the idea of this article is combined with the specific situation, the use of research methods to determine the measure of corporate social responsibility for the consumer, and According to measure the impact of corporate social responsibility to brand equity.