Research On The Relationship Between The Dairy Enterprises Social Responsibility And Brand Equity Based On The Perspective Of Consumer

With the development of economic globalization,the problem of product quality and environmental pollution appeared,corporate social responsibility has become the focus of the community.At the same time,with the increasing maturity of consumer consumption concept,consumer demand has risen from product level to corporate social responsibility.As an important strategic resource of enterprise's business performance,occupying consumer market has become the most important part of the development of enterprises.Corporate social responsibility is an important means for enterprises to gain competitiveness and competitive advantage,and also an important way for enterprises to promote brand equity.Brand equity,as intangible assets of enterprises,can bring huge economic benefits to enterprises.In the era of brand winning,as soft power to display the image of enterprises,corporate social responsibility behavior greatly affects the brand equity of enterprises.Nowadays,whether enterprises fulfill their social responsibility has become an important consideration for consumers to recognize corporate brand reputation.Brand equity comes from consumers' perception and association of the brand.To fulfill corporate social responsibility actively can remodel enterprise brand image,promote enterprise brand equity,and then promote sustainable development of enterprise.Under the guidance of corporate management theory,social responsibility theory and brand equity theory,this paper takes dairy enterprises as research objects and brand reputation as intermediary variables.On the basis of the research results of domestic and foreign scholars and the in-depth investigation of dairy enterprises and consumers,discusses the theoretical basis of corporate social responsibility and brand equity,analyzes the present situation and existing problems of dairy corporate social responsibility,and defines the connotation and dimension of relevant variables by referring to the previous research results.Taking consumer responsibility,social support responsibility and environmental protection responsibility as three dimensions of social responsibility,brand awareness,brand association,perceived quality,brand loyalty and brand sentiment as the five dimensions of brand equity.Using qualitative analysis and quantitative analysis.Build corporate social responsibility,brand reputation and brand equity related measurement indicators,design a survey questionnaire,combined with the dairy industry consumer questionnaire survey data,by using the structural equation model,this paper empirically explores the correlation between corporate social responsibility and brand equity,draws the conclusion of this paper,and puts forward some policy suggestions to improve the performance of social responsibility of dairy enterprises.The paper finds that:(1)Corporate social responsibility has a positive effect on brand reputation.The positive performance of corporate responsibility to consumers and social support responsibility has a positive impact on brand reputation.(2)Corporate social responsibility has a positive impact on brand equity.The enterprise performs the consumer responsibility,has the positive influence to the product brand popularity,the brand association,the perception quality,the brand loyalty and the brand emotion;The performance of environmental protection responsibilities of enterprises has a positive impact on the perceived quality of products;The performance of corporate social support responsibility has a positive impact on brand awareness,brand loyalty and brand sentiment.(3)Brand reputation has a positive effect on brand equity.Brand reputation has a positive impact on brand awareness,brand association,perceived quality,brand loyalty and brand emotion,and has the greatest impact on brand loyalty.