摘要
本文探讨了当反映企业社会责任感的公开信息和反映企业能力的公开信息同时出现时,两种信息会以怎样的交互模式、通过怎样的机制共同影响消费者与品牌的关系强度。以快餐行业公司为对象的实验研究结果显示,当控制已有关系强度后,反映企业社会责任感的公开信息会对消费者—品牌关系强度产生显著的影响,而反映企业能力的公开信息对消费者对品牌的感知,评价以及与消费者—品牌的关系强度都没有显著的影响。而且,两种企业公开信息对消费者—品牌关系强度的影响存在显著的交互作用,交互形式与公平启发理论的预测相符。此外,品牌信任和品牌情感在企业公开信息对关系强度的影响中起到中介作用。
This study explores how two kinds of corporate publicity influence the customer-brand relationship. Due to their frequent occurrence and widespreadrecognition, corporate publicities may enhance/damage organizations in a variety of ways. Much evidence of the main contributing/destructive effects has been documented in marketing literature. However, our understanding about the interactions among different publicities is still incomplete. In this paper, two major categories of corporate publicities, publicity related to corporate ability and publicity related to corporate social responsibility, are identified and both the underlying mechanisms and the specific patterns of their effect on customer-brand relationship are examined. In particular, we propose that brand trust and brand affection are the key factors through which the two kinds of corporate publicity influence customer-brand relationship strength. In addition, competing hypotheses based on two-factor theory and fairness heuristic theory are proposed to explore the interaction pattern between ability publicity and social responsibility publicity. A 2×2 between-subject and scenario-based experiment was conducted. The fast food service industry was selected as the experiment context due to its high media exposure and familiarity to subjects. The method of MANCOVA was used in data analysis. Results suggest that publicity related to corporate social responsibility significantly influences customer-brand relationship strength, while publicity related to corporate ability has no significant effect. One possible explanation for the insignificant effect of corporate ability publicity is that subjects are more certain about corporate ability knowledge, while they hold relatively obscure information about corporate social responsibility. Furthermore, the interaction between the two publicities is consistent with the pattern predicted by fairness heuristic theory, in which social responsibility publicity has a stronger effect when it coexists with negative ability publicity. In addition, brand trust and brand affection play mediating roles on the effect of publicity on customer-brand relationship. Implications and limitations of this research are also discussed.
出处
《南开管理评论》
CSSCI
北大核心
2009年第1期71-83,共13页
Nankai Business Review
基金
国家自然科学基金项目(70572022)资助
关键词
企业公开信息
企业社会责任感
企业能力
消费者品牌关系
品牌情感
品牌信任
Corporate Publicity
Corporate Social Responsibility
Corporate Ability
Customer-brand Relationship
Brand Affection
Brand Trust
