Research On The Influence Of Corporate Social Responsibility Implementation On Consumer Brand Attitude

In 1986,the Lao People's Democratic Republic established a new economic system.According to which,a centralized economy was transformed to a market economy system,implemented a policy of opening up to the global market,and more and more foreign companies came to Laos.Recently,under the "One Belt One Road" initiative,a large number of Chinese-funded enterprises have entered to Laos for investment and building factories,which has made a lot of contributions to the local area by providing huge benefits.With the development of economy and society,the government and the public pay more attention to social responsibility.In the process of undertaking social responsibility,enterprises can not only build a good corporate external image,but also win consumer support.Although they are both developing countries,there are some differences between the national conditions of Laos and China.Under the special cultural background of Laos,Chinese-funded enterprises try to take more social responsibilities in order to enhance the brand influence and to get user recognition.Users 'self-construction has an impact on their purchasing decision.In the process of self-construction,attention should be taken on whether the relationship between Chinese-funded enterprises and Lao consumers' attitudes towards brands will make changes.Therefore,this research focuses on the relationship between Chinese-funded enterprises 'social responsibility and Lao consumers' attitudes towards corporate brands,and focuses on the moderating role of consumer self-construction.This article is mainly divided into six parts:The first part describes the research background,research content,research methods and research significance used in this study,the second part describes the current status of research at home and abroad,and the third part builds models based on relevant data and proposes hypotheses based on the models The fourth part carried out the research design,the fifth part carried out the empirical research analysis,and the sixth part summarized the relevant conclusions.The author designed a questionnaire based on product characteristics and market conditions in order to learn about users' attitudes to Chinese brands,and conducted a detailed survey and analysis,and then used SPSS21 software for data processing.After social responsibility,the brand influence of Chinese-funded enterprises fluctuated,and an empirical test was conducted on the regulation of Lao consumers' self-construction.According to the survey results,most users will be affected by corporate social responsibility and become interested in the brand of their products.However,there are also some assumptions,especially after consumers assume public welfare responsibility,the brand's goodwill is not obvious,and the negative regulation effect of consumer self-construction is not significant.Finally,based on the above research,the author found that in order to increase brand influence,companies can attract the goodwill of users by taking social responsibility.During the consumption process,users will develop loyalty to the business.Combining with the theory of self-construction,the user's goodwill towards the company will be affected by self-construction,resulting in a more rational judgment.