An Empirical Study On The Effect Of Fit Between Corporate Social Responsibility And Corporation On Consumers' Attribution

With more and more serious product homogeneity,corporate social responsibility has been as an important means of product differentiation,and even as an important source of competition.In reality,some enterprises devote them to welfare charities with no fit with corporation.while some engage in cause-related marketing initiatives,closely match the corporate social responsibility with enterprise,and actively participate in social undertakings that the consumer feel good to.A confusion about which way to do better to consumers' attribution exist in business circle.In the theoretical circle,on the issue of how to take the corporate social responsibility,some scholars' s answer(such as Michael porter,Cone,Varadarajan and Menon)is to match social responsibility with enterprise in order to get more positive evaluation from consumers;However,some scholars(Drumwright,Ellen)argue that the higher fit between corporate social responsibility and business is,the easier it is for consumers to make negative judgment to the enterprise.In the theoretical circle opinions on whether to match the social responsibility with the enterprise are different.The theoretical circle fails to agree on the opinion above and cannot answer the puzzle in the corporate circle.Theoretical difference is mainly that consumers' attitude on the kind of fit is positive or negative.Based on the above background,from the perspective of consumers' attribution,by empirical research methods,this article studied whether companies should match the corporate social responsibility with enterprise to expect to explain the differences in the theoretical circle and to ultimately provide advices on wether the business circle should match the corporate social responsibility the enterprise.Final results show that the higher fit between corporate social responsibility and business is,the easier it is for consumers to make negative judgment to the enterprise.