慈善捐赠行为对企业品牌资产影响的实验研究

摘要

慈善捐赠行为对企业品牌资产的影响机理是一个理论难题，也是实务界关心的现实问题。本文采用实验研究方法，基于顾客的品牌资产理论认知，以大学生和高校后勤职工为对象，考察了不同类型慈善捐赠行为对企业品牌资产的影响，并分析了感知风险的调节作用。实验研究表明，“反应性-一般群体”类和“先行性-特定群体”类慈善捐赠行为能够提升品牌忠诚；四类慈善捐赠行为均对品牌知晓和品牌形象产生了正面影响；感知风险在慈善捐赠行为和企业品牌资产之间具有调节作用。%The effect mechanism of corporate philanthropy on brand equity is a theoretical problem , while companies pay more attention to it .Based on the theory of brand equity and the samples of university students and staffs of the university service company , this paper tests the effects of different types of corporate philanthropy on brand equity , and analyses the mediating effects of perceived risk between them .Experimental study shows , corporate philanthropy of Reactive -Gener-al and Proactive-Directed can improve brand loyalty;four types of corporate philanthropy have positive effect on brand awareness and brand image;perceived risk has mediating effect between corporate philanthropy and brand equity .