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首页> 外文期刊>Mathematical research letters: MRL >What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment
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What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment

机译：企业社会责任带给品牌管理吗？ 两个途径来自社会责任的品牌承诺

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摘要

Social responsibility has become a cornerstone of brand management, enabling brand differentiation in a high growth market. By distinguishing between symbolic and utilitarian associations of social responsibility, our study identifies two levers for consumer brand commitment. We posit that utilitarian associations enhance consumer brand commitment by strengthening consumer trust. We also argue that brands can encourage consumer commitment through their environmental and philanthropic engagements by conveying values with which consumers can identify to foster brand identification. This second commitment lever is argued to be particularly effective for consumers with strong social/environmental personal norms. We empirically test our research model on a sample of regular consumers of organic food brands, validating the two pathways from social responsibility to brand commitment. The moderating role of consumers' personal norms on the process was confirmed regarding the philanthropic dimension but not the environmental one. Contributions and implications for sustainable marketing are discussed.
机译：社会责任已成为品牌管理的基石，使品牌差异化在高增长市场中。通过区分社会责任的象征和功利协会，我们的研究确定了两个消费者品牌承诺的杠杆。我们通过加强消费者信任，我们可以提高消费者品牌承诺。我们还认为，品牌可以通过传达消费者可以识别的价值来鼓励消费者通过环境和慈善参与来实现消费者。第二个承诺杠杆被认为对具有强大社会/环境个人规范的消费者特别有效。我们经验测试了我们对有机食品品牌的常规消费者样本的研究模式，验证了社会责任的两个途径，以品牌承诺。消费者个人规范对该过程的调节作用是关于慈善维度但不是环境一维的。讨论了可持续营销的贡献和影响。

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