企业社会责任传播与购买意向:动态消费者心理过程分析

Maroof Ahmad Mir, Anubhuti Dwivedi
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引用次数: 0

摘要

企业承担的企业社会责任(CSR)举措不仅在遵守国家的法律要求方面具有重要意义,而且也是品牌建设的战略工具。文献中有证据表明,组织的社会责任承诺会通过各种渠道对顾客产生影响。本文利用品牌崇拜的3E模型,在心理动力学框架下研究了企业社会责任传播在为消费者产生丰富利益方面的作用,从而导致消费者对品牌的尊重,随后是品牌崇拜和购买意愿。本文采用偏最小二乘结构方程模型,利用从印度快速消费品品牌消费者调查中收集的数据,研究了富裕利益和品牌尊重对企业社会责任传播与品牌赞赏之间关系的一系列中介效应,以及品牌赞赏对购买意愿的中介效应。结果表明,社会化媒体上的企业社会责任传播对品牌尊重有显著的正向影响,充分中介了企业社会责任传播与品牌赞赏之间的关系。品牌赞赏在品牌尊重与购买意愿之间起中介作用。研究结果对企业将企业社会责任传播作为品牌建设的战略工具具有重要意义。
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CSR Communication and Purchase Intentions: Analysing the Dynamic Consumer Psychology Process
Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.
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来源期刊
CiteScore
4.60
自引率
0.00%
发文量
121
期刊介绍: Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.
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