Research On The Impact Of Corporate Social Responsibility On Brand Reputation From The Perspective Of Consumers

In recent years,continuous exposure of Shuanghui "Clenbuterol","drainage oil","artificial bee" and "formalin small fish" and so on,and one after another burst of milk,vegetables can be false with excess pesticide residues,fruit can grow according to the normal rules but by drugs and so on,in order to gain a chicken ripening who only wings,that is our country's food safety problems worrying,causing a serious threat to the safety of consumers,the food quality problems caused by society lack of corporate social responsibility caused by the widespread concern and deep thinking of security problem etc.The reason why there will be so many food safety problems,because of the complex,such as the rural environmental pollution,green mountains and rivers no longer,because the establishment and development of the factory did not meet the standard,the standard does not reach the workshop wastewater waste emissions,so that a lot of poisonous and harmful substances into the soil.The contents of heavy metals and the amount of bacteria in the drinking water were seriously exceeded by the untreated industrial sewage in the river.Another part of the reason is the enterprise driven by the interests of the lack of credit problems,corporate fraud,fake serious.In the final analysis,it is the lack of corporate social responsibility.Chinese scholars are less interested in corporate social responsibility than western scholars.In contrast,our understanding of corporate social responsibility is not enough and research is lagging behind.The supervision and management of corporate social responsibility need to be improved.And constantly exposed food safety and various production safety incidents cause serious harm to consumers and various stakeholders.After exposure,enterprises also suffered a great impact.To bear social responsibility is not only the needs of the stakeholders,but also the development of the enterprise.In the long run and healthy development of enterprises,the role of consumers plays a crucial role,and consumers have the most critical interest correlation for enterprises.Corporate social responsibility is able to bring safety,good product quality and service to consumers,and consumers are interested and dependent on their products,which is particularly important for the development of brand.In the economic globalization and economic development so quickly under the situation,the competition between enterprises is increasingly fierce,if the enterprise is not as grim situation will strive to improve enterprise sailing against the current,but also on the importance of brand reputation is more and more valued.The improvement of core competitiveness depends on good brand reputation.Good brand reputation enhances customer loyalty.Therefore,the concern for brand reputation and how to enhance customer's reputation for brand become the focus of enterprises.There are many factors that affect the brand reputation,this paper mainly studies the relationship between corporate social responsibility and brand reputation,is a business for social responsibility is to establish the relationship between the enterprise and the public good and harmonious,make the public image change of enterprises,enhance the degree of goodwill.On the other hand,in today's market competition is so fierce,enterprises take the initiative to undertake social responsibility has been considered as a trend,but also a consumer's expectations for enterprises.Therefore,it is necessary to discuss the relationship between the two.This paper is to explore the influence of the corporate social responsibility on the reputation of the brand from the perspective of the consumer.The impact of the different industries on the impact of the two and the differences in consumers'perceptions lead to a different degree of impact.In this article,I chose the food industry to study.Based on the collection of a large number of literature on before the summary of corporate social responsibility in the scholars' theoretical basis and relevant theory of brand reputation,establish the evaluation index system of brand reputation,and summarizes the corporate social responsibility evaluation index system,and through a number of consumer interviews,summed up the consumer understanding corporate social responsibility and reputation of the brand and the consumer of the two most concerned points summed up the evaluation index.Then set up between the model and the evaluation index and model questionnaire,the formation of problems for each index,for different types of consumers nationwide,the collected data using SPSS statistical analysis software for reliability and correlation test,finally use regression model to analyze the relationship between corporate social responsibility and brand reputation the verification of the model and put forward the various assumptions are correct,finally obtains the research results,the results show that the environmental responsibility of enterprises,consumer responsibility has a significant positive effect on brand reputation.brand effect on the reputation of the charity responsibility is pot significant.Finally,we put forward suggestions for improving corporate brand reputation based on the conclusion of corporate social responsibility and consumers' concerns about corporate social responsibility.