【摘要】：品牌資產(chǎn)是20世紀(jì)80年代出現(xiàn)了一個(gè)品牌營(yíng)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(yíng)銷管理人員和學(xué)者的廣泛興趣和關(guān)注,并引發(fā)了對(duì)有關(guān)品牌資產(chǎn)的定義、測(cè)度及運(yùn)行機(jī)制大量的全面系統(tǒng)研究。隨著經(jīng)濟(jì)的發(fā)展和競(jìng)爭(zhēng)的加劇，將品牌資產(chǎn)作為一個(gè)企業(yè)發(fā)展的戰(zhàn)略資產(chǎn)，可以加強(qiáng)對(duì)一個(gè)企業(yè)核心競(jìng)爭(zhēng)力的培養(yǎng)，也關(guān)系到企業(yè)長(zhǎng)遠(yuǎn)利益的達(dá)成，以及新的戰(zhàn)略發(fā)展方案的制定和運(yùn)作。由此可見(jiàn)，品牌資產(chǎn)已經(jīng)占據(jù)越來(lái)越重要的地位。 同時(shí)，在全球競(jìng)爭(zhēng)的當(dāng)今市場(chǎng)環(huán)境下，企業(yè)社會(huì)責(zé)任是公司獲得競(jìng)爭(zhēng)優(yōu)勢(shì)的重要途徑。全球第一份企業(yè)社會(huì)責(zé)任守則起源于上世紀(jì)90年代初期。當(dāng)時(shí)的美國(guó)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(lái)自美國(guó)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(shì)被公之于眾。在社會(huì)人民的憤慨下，這家公司為了挽回企業(yè)形象，書(shū)寫(xiě)了此份社會(huì)責(zé)任守則。目前，，中國(guó)已然成為世界上數(shù)一數(shù)二的服裝生產(chǎn)國(guó)。在當(dāng)前社會(huì)背景下，我國(guó)服裝企業(yè)不僅要履行社會(huì)責(zé)任而且要能夠吸引媒體和公眾的關(guān)注，從而根據(jù)消費(fèi)者期望一致性影響企業(yè)在消費(fèi)者心中的形象，為企業(yè)和品牌帶來(lái)美譽(yù)度與公信度進(jìn)而對(duì)企業(yè)的品牌資產(chǎn)構(gòu)建產(chǎn)生正影響。 本文在中國(guó)市場(chǎng)背景下，對(duì)中國(guó)服裝市場(chǎng)做出一些前期調(diào)研，結(jié)合國(guó)內(nèi)服裝行業(yè)的實(shí)際情況，基于消費(fèi)者期望一致性，即從消費(fèi)者的角度研究服裝企業(yè)社會(huì)責(zé)任對(duì)品牌資產(chǎn)的影響，運(yùn)用SPSS統(tǒng)計(jì)軟件對(duì)調(diào)查問(wèn)卷結(jié)果進(jìn)行因子分析、相關(guān)分析、回歸分析、方差分析等，探討了消費(fèi)者企業(yè)社會(huì)責(zé)任期望一致性在企業(yè)社會(huì)責(zé)任行為對(duì)品牌資產(chǎn)影響中的中介作用。研究結(jié)果表明服裝企業(yè)在對(duì)員工、消費(fèi)者和社會(huì)的責(zé)任行為對(duì)品牌資產(chǎn)的提升有顯著作用，而消費(fèi)者對(duì)企業(yè)社會(huì)責(zé)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(duì)企業(yè)如何將社會(huì)責(zé)任與品牌資產(chǎn)相結(jié)合，建立和維持強(qiáng)勢(shì)的品牌資產(chǎn)等提出了相關(guān)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(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F274;F270;F426.86

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