An Empirical Study Of The Impact Of Corporate Social Responsibility On Consumer Brand Attitudes

Frequent food safety problems since 2008 vaccine to recent events, from the "723" Wenzhou crash to Tianjin tanggu zone explosion accidents, from Apple (China)alleged discrimination against the Chinese consumers to Germany Volkswagen diesel exhausts fraud events and a series of social problems such as the quality problems, environmental issues and ethical issues and so on. These events and accident aroused the government, society, enterprises and consumers widely attention to Corporate Social Responsibility and deep thinking.At present, the academic research on corporate social responsibility has from the initial enterprises should take what social responsibilities or not to the discussion of how to promote enterprises to actively undertake social responsibility, corporate social responsibility can affect corporate interests etc. Consumers directly affect the enterprise financial performance by buying their products, which decide the enterprise survival, so consumers are the most important stakeholders. Academic studies on corporate social responsibility and consumer purchase intention are growing. Corporate social responsibility is one of the most important factors affecting consumer purchase decision, but this influence is indirectly, corporate social responsibility will lead to consumers'brand association, affect the brand attitude, thus to influence purchase decisions. Existing literature study of corporate social responsibility and consumer's brand attitude is from single angle to study, such as brand association, mode of transmission, etc. For the impact of corporate social responsibility on consumers'brand attitude directly study is relatively small, and on the basis of the study abroad, there are few considering the actual situation of China. Therefore, in this paper, the comprehensive research of scholars both at home and abroad, from China's actual conditions, selection of the consumer's focus on three dimension of corporate social responsibility-consumer responsibility, community responsibility and environmental responsibility, the brand attitude is divided into brand preference and brand purchase intention, respectively research dimensions of corporate social responsibility on consumer brand preference and brand purchase intention.Before the study I have read and analysis on the basis of a large number of relevant literatures both at home and abroad, combined with China's actual select specific measurements, using the Likert at seven Scale questionnaire designs, through the network platform to issue 300 questionnaires,227 questionnaires to effectively. For effective data using SPSS 13.0 software descriptive statistics analysis, reliability and validity test, correlation analysis and confirmatory factor analysis, etc., All of them have reached the significant effect, and then using AMOS6.0 software path analysis. The results show that the dimensions of corporate social responsibility impact on consumers' brand attitude is different, enterprise consumer responsibility and environmental responsibility to improve the consumer's brand attitude has a significant positive impact, enterprise community responsibility has little impact on consumers'brand attitude. Consumer responsibility can significantly enhance the brand attitude, the brand preference and brand purchase intention have significant positive influence, especially relative to community responsibility and environmental responsibility, consumer responsibility is more important. Environmental responsibility will significantly enhance the brand attitude, the brand preference and brand purchase intention has significant positive effect. Relatively speaking, the community responsibility have very little effect on consumers'brand attitude, influence on brand preference and brand purchase intention are slim. Finally, according to the results, to businesses and consumers respectively puts forward the corresponding proposal.