| The occurrence of brand crisis often causes consumer dissatisfaction and even anger,adversely affecting the market and image of enterprises,and with the acceleration of new media communication,the negative impact of brand crisis on enterprises is also aggravated and accelerated.How to get out of the negative impact caused by brand crisis events and reduce losses has also become a key concern for enterprises.The existing research mainly focuses on what kind of response measures enterprises make after the brand crisis to enhance the repair effect of the brand crisis,and with the awakening of consumers’ self-awareness,it has become a hot spot to focus more on consumers,this research is based on the concept of consumer corporate social responsibility perception,and proposes how to enhance the influence of enterprises in daily operations to reduce the damage caused by crisis events after the occurrence of enterprises.Focusing on the four key variables of corporate social responsibility,consumer responsibility attribution,brand crisis repair effect and brand identity,this paper analyzes the relevant concepts and research in detail,focuses on the relationship between corporate social responsibility perception and brand crisis repair effect,and explains the influence mechanism of corporate social responsibility perception on brand crisis repair effect through the verification of the mediating role of consumer responsibility attribution.This paper studies the contextual value of brand identity in CSR perception and consumer responsibility attribution.A total of 515 valid questionnaires were collected under two different CSR perception scenarios with the help of questionnaires,and first-hand data information was collected through questionnaires for empirical analysis.Finally,the following conclusions are drawn:(1)CSR perception has a significant positive impact on the repair effect of brand crisis;(2)Consumer responsibility attribution plays a mediating role between CSR perception and brand crisis repair effect;(3)Brand identity plays a positive regulating role in the path of corporate social responsibility perception to consumer responsibility attribution.Starting from practice,based on the perspective of consumers,this paper demonstrates in detail the influence of CSR perception,a cumulative variable in the process of corporate operation,on the repair effect of brand crisis,and provides a certain reference for CSR practice.Theoretically,this paper introduces consumer responsibility attribution as a key variable into the research,which can better reveal the mechanism of corporate social responsibility and provide a useful reference for enterprises to better respond to brand crisis events. |
