| With the change of market environment,the market competition has become gradually fierce.Companies hope to win positive brand evaluation of consumers by fulfilling corporate social responsibility(CSR).For companies with different market positions,CSR activity is an important way to win positive brand evaluation of consumers.Most of the existing studies in the fields of CSR and market position focus on the impact of a single aspect on brand evaluation or enterprise performance,however most of the existing studies lack of combining CSR with market position,and study the impact of different matching degrees on brand evaluation.Based on this,this paper conducts a study on the matching degree of CSR and market position,aiming to explore the influence of the matching degree of CSR and market position on the brand evaluation.Based on corporate social responsibility matching degree,company market position,consumer brand evaluation theory,this paper builds the concept model of the CSR and market position matching degree on brand evaluation,explores the influence of consumer-company identity and CSR suspicion as the intermediary roles through the CSR and market position matching degree on brand evaluation,analyzes the influence of moral identity and brand origin as the regulatory roles of through the CSR and market position matching degree on brand evaluation.This paper,according to the brand origin from abroad or domestic,CSR and market position of four matching degree,respectively compiled 8 groups of experimental materials,and after passing the pretest of the experimental investigation,a total of 400 valid data were collected for formal experiments.In this paper,we use SPSS24.0 software to conduct reliability and validity of questionnaire and we use Amos software to conduct common method bias analysis.This paper use SPSS PROCESS macro program to test the direct effect,mediating effect and regulating effect between variables.In addition,the test results are further analyzed in this paper.Based on this,the following conclusions are:(1)The difference between the matching degree of CSR and market position on consumer brand evaluation is significant.Among them,the group with high CSR and low market position has the highest score in moral evaluation and comprehensive brand evaluation,while the group with high CSR and high market position only has the highest score in performance evaluation.(2)Consumer-company identity plays an intermediary role in the influence of consumer brand evaluation in the three paths(high CSR-high market position,low CSR-low market position,high CSR-low market position);CSR suspicion plays a mediating role in the influence of brand evaluation in the two paths(high CSR-low market position,low CSR-high market position).(3)The influence of the matching degree of CSR and market position on consumer brand evaluation is regulated by variable of brand origin.This study provides a reference for how companies which are different market positions can fulfill their social responsibilities to win positive brand evaluation of consumers. |
