The Research Between Corporate Social Responsibility And Brand Equity

Under the situation of global economic integration, enterprises are developing in the opportunity, also have significantly improved their social influence. However, in face of the concept of maintaining the maximize economic benefit, how to coordinate the development of enterprises with the social progress, economic prosperity with the development of the whole society’s interests and the maintenance of healthy development, is an important challenge facing enterprises and international society.According to corporates taking up social responsibility differently, consumers, as the important stakeholders in the enterprise, have different understanding and evaluation on the corporate brand image, brand reputation and so on, thus formed different purchase attitude and behavior. And then influence the value of enterprise brand equity. The enterprises taking up the positive social responsibility to shape the image is one of the important ways to realize the brand equity increment and a marketing strategy.Based on the consumers’perspectives, this article discussed the relationship between corporate social responsibility and brand equity. Firstly, through the summary of related literature at home and abroad, this paper revealed the relationship among corporate social responsibility, brand reputation and brand equity. Then, with brand reputation as intermediary variable, this paper built the model of the corporate social responsibility influenced the brand equity with or not, and proposed the related hypothesis. Thirdly, the survey research referred on the foreign research measurement scales and used the mobile phone brand as the object of study. And used SPSS to analyze the results of questionnaire with factor analysis, correlation analysis and regression analysis, and get further analysis to test the hypotheses. The results of the study show that, the environmental protection aspect, consumer aspect and the social welfare and charity aspect of corporate social responsibility have significantly positive impact on brand equity, but the economic and social development aspect has no significant effect on brand equity and the brand reputation plays a mediating role in them. Finally, this paper put forward relevant suggestions for enterprise to combine the social responsibility with brand equity and relevant strategy for undertaking social responsibility. At the same time, this study analyses its limitations and the development direction of the future research.