Research On The Influence Of Corporate Social Responsibility Behavior On Consumer Brand Identity

Today,with the increasingly developed Internet and social media,corporate social responsibility behaviors under major emergencies can easily become the focus of consumers.There are a number of existing cases where similar CSR actions have elicited very different consumer responses.Existing studies have conducted in-depth studies on the fitting of CSR behavior with its core business and sustainability under general circumstances,however,the research conclusions are not consistent,and few studies focus on the impact of CSR behavior on consumer brand identity under the background of major emergencies.So how should enterprises in this situation fulfill their social responsibilities? How can they gain the favor of consumers when they fulfill their social responsibility? Figuring out these issues is important for business.Based on the standpoint of this study and existing literature,this paper takes CSR behavior as an independent variable,consumer brand identity as a dependent variable,information dissemination as a moderating variable,and motivational attribution as a mediating variable.Based on existing theories,a research model is constructed to study the impact of CSR behavior on consumer brand identity under major emergencies.In this paper,experimental research methods were used to collect relevant data.Eight different scenarios were designed by manipulating the three variables of CSR-CA fit(positive fit vs negative fit),timeliness of CSR behavior(timely vs untimely)and information transmission mode of CSR behavior(enterprise publicity vs third party publicity).Experimental data were collected through questionnaires.SPSS 24 and AMOS are used for statistical analysis of the data.The results show that :(1)CSR behavior significantly affects consumers’ motivation attribution and brand identity.Positive fit and timely CSR behavior will make consumers’ attribution of corporate motivation more altruistic and identify more with brands.(2)Consumer motivation attribution mediates the impact of CSR behavior on consumer brand identity;(3)Information transmission mode and CSR behavior have interactive effects on the motivation attribution of consumers to enterprises.For CSR behaviors of positive fit-untimely,negative fit-timely,negative fit-untimely,the extent to which the CSR behaviors advertised by enterprises themselves are considered by consumers to be motivated by altruism is significantly lower than that advertised by enterprises through third-party media.However,for positive fit and timely CSR behavior,there is no significant difference in motivational attribution between the two transmission modes.Based on the above research conclusions,this paper has several suggestions:(1)When a major emergency occurs,the enterprise shall make the first and active response.(2)The corporate should shift the focus of responsibility from absolute amount and industry level to its own ability level and consumers’ psychological expectation,and fulfill the social responsibility that positively matches the consumer image cognition of the enterprise’s own ability level.(3)Give priority to social publicity through third-party media.The research conclusions of this paper will make up for the deficiencies of relevant studies,provide some explanations for the contradictions in existing studies,and provide references for enterprises to respond to unexpected social events and fulfill their social responsibilities,which has important theoretical and practical significance.