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本文探讨了当反映企业社会责任感的公开信息和反映企业能力的公开信息同时出现时,两种信息会以怎样的交互模式、通过怎样的机制共同影响消费者与品牌的关系强度。以快餐行业公司为对象的实验研究结果显示,当控制已有关系强度后,反映企业社会责任感的公开信息会对消费者—品牌关系强度产生显著的影响,而反映企业能力的公开信息对消费者对品牌的感知,评价以及与消费者—品牌的关系强度都没有显著的影响。而且,两种企业公开信息对消费者—品牌关系强度的影响存在显著的交互作用,交互形式与公平启发理论的预测相符。此外,品牌信任和品牌情感在企业公开信息对关系强度的影响中起到中介作用。
This article explores how interactive interaction between two types of information can affect the strength of the relationship between consumers and brands when public information that reflects corporate social responsibility and public information that reflect corporate capabilities come together. The experimental research on fast food industry companies shows that when controlling the intensity of existing relationships, the public information that reflects the corporate social responsibility will have a significant impact on the strength of consumer-brand relationship, while the public information that reflects the ability of enterprises has significant impact on consumers There was no significant impact on brand perception, rating, or strength of relationship with the consumer-brand. Moreover, there is a significant interaction between the two companies’ public information on the impact of consumer-brand relationship intensity, which is consistent with the prediction of fairness-inspired theory. In addition, brand trust and brand emotion play an intermediary role in the impact of corporate public information on the relationship strength.