從消費者期望一致性角度分析服裝企業(yè)社會責任對品牌資產(chǎn)的影響
發(fā)布時間：2019-01-04 12:36
【摘要】：品牌資產(chǎn)是20世紀80年代出現(xiàn)了一個品牌營銷方面的的最重要、影響面也非常廣的概念。這一概念最早的使用源于一家廣告公司。出現(xiàn)后便日益引起營銷管理人員和學者的廣泛興趣和關注,并引發(fā)了對有關品牌資產(chǎn)的定義、測度及運行機制大量的全面系統(tǒng)研究。隨著經(jīng)濟的發(fā)展和競爭的加劇，將品牌資產(chǎn)作為一個企業(yè)發(fā)展的戰(zhàn)略資產(chǎn)，可以加強對一個企業(yè)核心競爭力的培養(yǎng)，也關系到企業(yè)長遠利益的達成，以及新的戰(zhàn)略發(fā)展方案的制定和運作。由此可見，品牌資產(chǎn)已經(jīng)占據(jù)越來越重要的地位。 同時，在全球競爭的當今市場環(huán)境下，企業(yè)社會責任是公司獲得競爭優(yōu)勢的重要途徑。全球第一份企業(yè)社會責任守則起源于上世紀90年代初期。當時的美國服裝制造業(yè)發(fā)生一起引起全世界人民的極大憤慨的事件。來自美國的一家服裝企業(yè)在廠房環(huán)境非常差的情況下，違法聘用了年少的女工，這件事情很快以迅雷不及掩耳之勢被公之于眾。在社會人民的憤慨下，這家公司為了挽回企業(yè)形象，書寫了此份社會責任守則。目前，，中國已然成為世界上數(shù)一數(shù)二的服裝生產(chǎn)國。在當前社會背景下，我國服裝企業(yè)不僅要履行社會責任而且要能夠吸引媒體和公眾的關注，從而根據(jù)消費者期望一致性影響企業(yè)在消費者心中的形象，為企業(yè)和品牌帶來美譽度與公信度進而對企業(yè)的品牌資產(chǎn)構建產(chǎn)生正影響。 本文在中國市場背景下，對中國服裝市場做出一些前期調(diào)研，結合國內(nèi)服裝行業(yè)的實際情況，基于消費者期望一致性，即從消費者的角度研究服裝企業(yè)社會責任對品牌資產(chǎn)的影響，運用SPSS統(tǒng)計軟件對調(diào)查問卷結果進行因子分析、相關分析、回歸分析、方差分析等，探討了消費者企業(yè)社會責任期望一致性在企業(yè)社會責任行為對品牌資產(chǎn)影響中的中介作用。研究結果表明服裝企業(yè)在對員工、消費者和社會的責任行為對品牌資產(chǎn)的提升有顯著作用，而消費者對企業(yè)社會責任的期望一致性在這種影響中起到部分中介的作用。最后，本文對企業(yè)如何將社會責任與品牌資產(chǎn)相結合，建立和維持強勢的品牌資產(chǎn)等提出了相關的建議。
[Abstract]:Brand equity is the most important and influential concept of brand marketing in the 1980s. The earliest use of this concept came from an advertising agency. Since its emergence, it has aroused the widespread interest and attention of marketing managers and scholars, and has led to a large number of comprehensive and systematic studies on the definition, measurement and operation mechanism of brand equity. With the development of economy and the aggravation of competition, taking brand equity as a strategic asset for the development of an enterprise can strengthen the cultivation of the core competitiveness of an enterprise, and it is also related to the achievement of the long-term interests of the enterprise. And the formulation and operation of the new strategic development program. Thus, brand equity has occupied a more and more important position. At the same time, in the global market environment, corporate social responsibility is an important way for companies to gain competitive advantage. The first global code of corporate social responsibility originated in the early 1990 s. At that time, the American clothing manufacturing industry occurred an incident that aroused the indignation of people all over the world. A clothing company from the United States illegally hired young women in a very poor factory environment, which was quickly revealed to the public. Outraged by the public, the company wrote the code of social responsibility in an effort to save the corporate image. At present, China has become one of the world's top garment producers. Under the current social background, Chinese garment enterprises should not only fulfill their social responsibility, but also attract the attention of the media and the public, so as to influence the image of the enterprises in the consumers' hearts according to the consistency of consumers' expectations. Bring reputation and credibility to enterprises and brands, and then have a positive impact on the construction of corporate brand assets. Under the background of China's market, this paper makes some preliminary research on China's clothing market, combining with the actual situation of domestic garment industry, based on the consistency of consumer expectations. That is, from the consumer's point of view, the impact of clothing corporate social responsibility on brand equity, the use of SPSS statistical software to the results of the questionnaire factor analysis, correlation analysis, regression analysis, variance analysis, etc. This paper probes into the intermediary function of the social responsibility expectation consistency of consumer enterprise in the influence of corporate social responsibility behavior on brand equity. The results show that garment enterprises play a significant role in the promotion of brand equity in the behavior of employees, consumers and society, while the consistency of consumer expectations on corporate social responsibility plays a part of the intermediary role in this impact. Finally, this paper puts forward some suggestions on how to combine social responsibility with brand equity, and how to establish and maintain strong brand equity.
【學位授予單位】：武漢紡織大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F273.2;F274;F270;F426.86
本文編號：2400302
[Abstract]:Brand equity is the most important and influential concept of brand marketing in the 1980s. The earliest use of this concept came from an advertising agency. Since its emergence, it has aroused the widespread interest and attention of marketing managers and scholars, and has led to a large number of comprehensive and systematic studies on the definition, measurement and operation mechanism of brand equity. With the development of economy and the aggravation of competition, taking brand equity as a strategic asset for the development of an enterprise can strengthen the cultivation of the core competitiveness of an enterprise, and it is also related to the achievement of the long-term interests of the enterprise. And the formulation and operation of the new strategic development program. Thus, brand equity has occupied a more and more important position. At the same time, in the global market environment, corporate social responsibility is an important way for companies to gain competitive advantage. The first global code of corporate social responsibility originated in the early 1990 s. At that time, the American clothing manufacturing industry occurred an incident that aroused the indignation of people all over the world. A clothing company from the United States illegally hired young women in a very poor factory environment, which was quickly revealed to the public. Outraged by the public, the company wrote the code of social responsibility in an effort to save the corporate image. At present, China has become one of the world's top garment producers. Under the current social background, Chinese garment enterprises should not only fulfill their social responsibility, but also attract the attention of the media and the public, so as to influence the image of the enterprises in the consumers' hearts according to the consistency of consumers' expectations. Bring reputation and credibility to enterprises and brands, and then have a positive impact on the construction of corporate brand assets. Under the background of China's market, this paper makes some preliminary research on China's clothing market, combining with the actual situation of domestic garment industry, based on the consistency of consumer expectations. That is, from the consumer's point of view, the impact of clothing corporate social responsibility on brand equity, the use of SPSS statistical software to the results of the questionnaire factor analysis, correlation analysis, regression analysis, variance analysis, etc. This paper probes into the intermediary function of the social responsibility expectation consistency of consumer enterprise in the influence of corporate social responsibility behavior on brand equity. The results show that garment enterprises play a significant role in the promotion of brand equity in the behavior of employees, consumers and society, while the consistency of consumer expectations on corporate social responsibility plays a part of the intermediary role in this impact. Finally, this paper puts forward some suggestions on how to combine social responsibility with brand equity, and how to establish and maintain strong brand equity.
【學位授予單位】：武漢紡織大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F273.2;F274;F270;F426.86
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