【作者】 董伊人； 高华超； 贾鹤；

【Author】 Yiren Dong,Huachao Gao,He Jia(Department of Marketing,Nanjing University,210093)

【机构】 南京大学市场营销系；

【摘要】 企业社会责任活动对消费者的产品反应有着重要的影响,在具有传统文化与独特市场环境的中国也不例外。本文对企业社会责任和消费者反应之间关系的相关文献进行了回顾与述评,分析了企业社会责任的概念、企业社会责任对消费者反应的影响。本文的研究结果发现企业社会责任与消费者反应之间的关系受到企业层面、消费者层面和竞争层面三个层面因素的影响。最后,作者指出了本文研究成果对管理实践和理论研究的其实意义。更多还原

【Abstract】 From the studies of the western marketing literature,most of researches demonstrate that corporate social responsibilities(CSRs)have a great influence on consumers’ responses.We believe this would hold true for their Chinese counterpart.This article integrates and comments the exiting researches on this topic in the western as well as the orient marketing literature.We redefined the concept of CSR and analyzed the influence of CSR on consumers’ responses.Our result find that the relationship between CSR and consumers’ responses is moderated by three levels of factors,which we named corporate level,consumer level,and competitor level.Our research has some implications for the managerial practices and the theoretical researches.更多还原