品牌感知、消费忠诚度与企业社会责任预判:由牛乳制品行业生发

基于江苏部分地区牛乳制品消费者的问卷调查,对调查量表各维度进行因子分析、信度与效度检验以及回归分析,实证结果表明:企业社会责任与顾客忠诚度呈显著正相关关系,企业社会责任与品牌信任呈显著正相关关系,而品牌信任对企业社会责任与顾客忠诚度之间的关系起到了中介作用。因此,企业在积极承担社会责任的同时应多关注消费者的品牌感知和评判,着力构建起品牌的信任和忠诚。

Brand Trust,Customer Loyalty and Corporate Social Responsibility:Take Example of Dairy Products Industry

The paper proposes conceptual model and related hypotheses on the basis of relevant literature combing,and does the factor analysis,reliability and validity testing,and regression analysis based on the survey of dairy cattle consumers in some areas of Jiangsu,.The empirical results show that,the CSR and customer loyalty is a significant positive correlation,the CSR and brand trust is a significant positive correlation.The brand trust has something to do with the relationship between the CSR and customer loyalty.Therefore,the enterprises should focus on building up brand trust and loyalty when they fullfill CSR actively and also should pay more attention to consumers’ brand perception and evaluation.