Study On The Influence Of CSR Fit On Consumer Brand Attitude

Enterprise competition means are serious homogenization now. As an effective way to build high brand recognition, CSR has received more attention. The academic have been in the study of CSR. But most scholars are studying the influence of CSR on brand influence, customer loyalty and purchase intention, which is the necessity of CSR. Howe ver, in the specific practice of the enterprise, it is found that not all the CSR activities are succeed. how to choose CSR activities is an important topic.Based on summarizing the existing research, the paper divides the social responsibility activities into two types: functional fit and image fit. Functional fit is the matching of product attributes, product functions and social responsibility activities, focusing on the matching of physical assets. Image fit is define d as the matching of corporate image, social status and social responsibility activities, focusing on the matching of intangible assets.Through the collation of existing literature, we found that different consumer buying behavior and social responsibility activities have different effects of CSR fit. But the research is rarely. Accordingly, this paper proposes to industry attributes(DCG & FMCG) and social case familiar(not familiar & familiar) as a moderating variable, consumer company identification as intermediary variables, CSR fit effect on consumer brand attitude research model. In this paper, the researcher designed 10 experimental situation, including 2(DCG & FMCG)×2(functional fit & image fit)× 2(not familiar & familiar) group and control group 2 groups.This study found that:(1) functional fit, image fit have significant impact on consumer brand attitude and consumer enterprise identity.(2) There was a significant difference between functional fit and image fit. Functional fit has more significant effect on consumer brand attitude.(3) Customer-company identification has a partial mediator between CSR fit and consumer brand attitude.(4)Industry has moderating effect between CSR fit and customer-company identification. Functional fit has more significant effect in DCG. Image fit has more significant effect in FMCG.(5) Social cause familiarity has no moderating effect between CSR fit and customer-company identification. Consumers are more familiar with the social cause,the effect between CSR fit and customer-company identification are more stronger.