Research On The Impact Of CSR Marketing Matching On Brand Equity

CSR marketing has been increasingly valued by enterprises and has become a new marketing method for companies and society to jointly create value,but CSR marketing is not purely socially responsible behavior.It is a socially responsible activity carried out by enterprises with marketing purposes.It is essentially marketing.There are many factors that affect the success of CSR activities,CSR marketing matching is a key part of it.If a company chooses a social responsibility marketing activity that does not match the company itself,it will be easily questioned or even resisted by consumers.For enterprises,it is important to choose a CSR marketing activity that matches their own to bring a positive boost to the brand image of the enterprise.It requires specific theoretical guidance.Therefore,this article is dedicated to exploring the impact process and mechanism of CSR marketing matching on brand equity,based on the perspective of consumers.Based on the existing research results,this paper combines theoretical analysis,puts forward research hypotheses,and builds the research model of this article.This article explores the impact of CSR marketing matching on brand equity.CSR marketing matching is divided into two dimensions: CSR marketing function matching and CSR marketing image matching.It also introduces consumer CSR perceived quality as an intermediary variable and consumer-enterprise identification and consumer attribution as moderating variables to refine the impact of CSR marketing matching on brand equity.This paper uses questionnaires to collect data,and uses SPSS23.0 statistical analysis software to verify the research hypotheses one by one through reliability and validity analysis,correlation analysis,and regression analysis.The study found that:(1)CSR marketing matching has a significant positive impact on corporate brand equity,that is,the higher the matching of CSR marketing activities,the more significant it is to enhance corporate brand equity;In addition,there is a significant difference in the impact of CSR marketing function matching and image matching on brand equity.Compared with CSR function matching,marketing image matching has a more significant effect on brand equity.(2)Consumer CSR perceived quality plays an intermediary role in the role of CSR marketing matching and corporate brand equity.Both the CSR marketing function matching and the CSR marketing image matching degree affect the brand equity of the enterprise through consumer CSR perceived quality.(3)In the process of the impact of CSR marketing matching on consumer CSR perception quality,consumer-enterprise identification plays a positive regulating role,that is,facing the same CSR marketing behavior,if consumers have a higher sense of identity with this company,the quality of consumers' perception of social responsibility will be higher.(4)In the process of the impact of consumer CSR perceived quality on brand equity,consumer altruism attribution plays a positive regulating role.When consumers believe that a company's CSR marketing behavior is due to altruistic motivation,consumers will have a higher evaluation,and its CSR marketing behavior will have a more significant effect on the positive improvement of corporate brand equity.The research conclusions in this article clearly clarify the process and mechanism of CSR marketing matching on brand equity,and provide theoretical basis and policy recommendations for companies to choose social responsibility marketing activities that match themselves.