基于企业社会责任的零售公司品牌权益驱动模型研究

文章从企业社会责任视角构建了零售公司品牌权益驱动模型,并以消费者为调查样本,采用结构方法模型进行实证分析.结果表明,零售公司品牌权益由零售公司品牌质量、品牌信任、品牌认知、品牌关系和品牌忠诚构成,它们之间呈现出有次序的因果联系.零售企业社会责任行为对零售公司品牌权益产生了重要的前置驱动作用,其中,经济责任、环境责任、消费者责任、员工责任、法律责任和慈善责任分别通过零售公司品牌质量或品牌信任对零售公司品牌认知、品牌关系和品牌忠诚产生积极影响.

Research on the Driving Model of Retail Company Brand Equity Based on the Perspective of Corporate Social Responsibility

This paper develops a driving model of retail company brand equity from the perspective of corporate social responsibility,and conducts an empirical study of the model by employing the consumers as samples and the structural equation modeling method.The results show that retail company brand equity consists of retail company brand quality,brand trust,brand awareness,brand relationship and brand loyalty,and there are some causal links among these dimensions.In addition,social responsibility behavior of retail corporate plays a significant driving role in the building of retail company brand equity with the responsibilities of economy,environment,consumer,employee,law and philanthropy having positive impacts on the retail company brand awareness,relationship and loyalty through retail company brand quality or trust.