A Research On The Influence Of Corporate Social Responsibility On Brand Image From The Perspective Of Public Relations Ecology

In the 21st century,the ongoing process of economic globalization has made companies' competition increasingly fierce in the filed of brand soft power,in which brand image is regarded as a key competitive area.More and more researches and practices have shown that the development of corporate social responsibility(CSR)and public relations is of great significance to the improvement of corporate brand image.Huawei,as one of the leading benchmarks of science and technology enterprises in China,formulates the corporate strategy based on the pursuit of long-term and sustainable value creation,and regularly reviews the sustainable development strategy in order to ensure the consistency with the company strategy and to establish an effective trust relationship and good brand image.The strategic practice of CSR and the success of the brand image shaping of Huawei are undoubtedly of great positive enlightening significance to many Chinese enterprises.At the research level,CSR and public relations have a self-evident impact on brand image.In recent years,strategic CSR has begun to be valued,and the strategic position of public relations discipline has become increasingly clear.However,the research on the combination of public relations,CSR and brand image is almost blank.Based on the above considerations,this paper takes Huawei as a case study object from the perspective of public relations ecology to innovatively construct the content dimension of CSR,which is divided into corporate public responsibility,corporate communication responsibility and corporate management responsibility.More importantly,this paper focuses on the impact of CSR on brand image and through introducing the mediator of brand trust into the research a research model of the relationship between the three variables is constructed on the basis of document collation and theoretical analysis.Afterwards,a questionnaire survey was conducted with Huawei 's stakeholders,and an empirical analysis is conducted to verify hypotheses based on 102 preliminary survey small samples and 400 formal survey large samples.The results of the study show that the company's active fulfillment of the three major social responsibilities can improve the brand trust of corporate stakeholders to a certain extent,and positively affect the corporate brand image,but the impact of different dimensions of CSR behavior on brand trust and brand image is different.Finally,this paper puts forward the concept of corporate social responsibility public relations behavior model,which incorporates the enterprise into a composite ecological relationship system composed of organization-public-environment,and urges the implementation of corporate social responsibility public relations behavior from the three levels of relationship resource network,relationship communication flow and relationship niche.what's more,thanks to this the conceptional model,the corporate social responsibility public relations behavior can be turned into a systematic relationship project.Finally,this paper provides corresponding countermeasures and suggestions for enterprises to fulfill their social responsibilities,and points out the lack of research and possible future research directions.