品牌社会责任及其对可持续发展的影响

品牌已成为企业社会责任的现实承担者,而企业社会责任就是基于品牌的社会责任。品牌社会责任是指一个品牌在特定的社会文化背景中与其所有的利益相关者之间的关系互动过程中所展现出的社会责任履行满足社会期望的程度,其主要维度包含经济责任、法律责任、道德责任、慈善责任与关系责任等。品牌社会责任对可持续发展的影响包括经由重塑消费习惯所产生的核心影响与经由重建企业利益相关者的责任价值体系与行为规范所发挥的网络影响。

Brand Social Responsibility and Its Influence on Sustainable Development

Because brand plays the important role in the market operation process of an enterprise, it is the true responsible entity of corporate social responsibility. The so called corporate social responsibility is actually social responsibility based on corporate brand. Brand social responsibilityis defined as, in the specific sociocultural situation, the extent to which societal expectation regarding the brand＇s implementation about social responsibility in the interaction process with every stakeholder is satisfied or exceeded. Its dimensions include economic responsibility, legal responsibility, ethical responsibility, philanthropic responsibility and relationship responsibility. The impact of brand social responsibility on sustainabledevelopment includes the core influence through changing consumers＇ values and behaviors and the networks influence through adjusting corporatestakeholders＇ values and business activities.