CSR战略和传播渠道对品牌信任的影响研究

随着企业社会责任内涵的持续变化,企业在承担社会责任的方式上有了新的发展思路,同时,企业也认识到了社会责任信息传播的重要性。基于文献回顾,文章研究企业承担企业社会责任不同方式及企业社会责任传播方式对品牌信任的影响机制,根据企业承担企业社会责任是否与自身的核心业务结合起来分为战略型企业社会责任和反应型企业社会责任,根据传播方式是否是公司可控的将企业社会责任信息传播方式分为内在传播方式和外在传播方式。并引入社会驱动归因和自利驱动归因作为中介变量,探讨企业社会责任战略、企业社会责任传播方式对归因及品牌信任的影响。

A Study of the Impact of Corporate Social Responsibility Strategy and Communication Channel on Brand Trust

Enterprises have the new development thoughts on the way to undertake corporate social responsibility （CRS） along with the continuous change of the connotation of CRS,moreover,they realize the importance of the communication of social re-sponsibility information. Based on the literature review,the paper makes a study on the influencing mechanism of the way to un-dertake CRS and the channel to communicate CRS on brand trust. On one the hand, the CRS can be classified into strategic CRS and reactive CRS based on whether it combines with the enterprise’s core business. On the other hand, the information communication channel of CRS can be divided into internal communication channel and external communication channel based on whether it is controllable. The paper also explores the impacts of CRS strategy and CRS communication channel on the motive attribution and brand trust by introducing social driving attribution and self interest driving attribution as mediating variables.