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2010年 06月 Jun , 2010

(第 24卷第 06期) Ea st Ch ina Econom ic M anagem en t (Vol. 24, No. 06 )
●营销管理【DO I】10 3969 / j issn 1007 - 5097 2010 06 029
消费者对企业捐赠行为的评价:
企业声誉及捐赠类型的影响
朱翊敏, 颜宏忠
(中山大学管理学院, 广东广州 510275)
[摘要] 文章基于中国消费者对企业捐赠行为及企业社会责任的认知, 探索了消费者对三种不同声誉类型公司
(声誉较好、声誉一般和声誉较差) 和两种不同捐赠方式(无条件捐赠和事业关联营销) 的认知和评价。研究
发现中国消费者对无条件捐赠和事业关联捐赠的动机归因并不存在显著性差异; 声誉较好的企业参与无条件捐
赠不一定能提升其形象, 但是参与事业关联捐赠则会对企业造成负面的影响; 声誉较差的企业参与任何一类捐
赠活动都可以有效地改善其负面形象, 而且参与事业关联捐赠的效果更好。
[关键词] 事业关联营销; 社会责任; 声誉; 消费者评价
[中图分类号] F274 [文献标志码] A [文章编号] 1007—5097 (2010) 06—0116—06
Con sum er Eva lua tion of Corpora te D ona tion s:
Effects pany Reputa tion and Type of D ona tion
ZHU Yi m in, YAN Hong zhong
(School of M anagm ent, Sun Yat sen U niversity, Guangzhou 510275, China)
Abstract: Based on the consumer percep tion of corporate donation and corporate social responsibility under the Chinese culture, this re
search exam ines the effects of corporate reputation and type of donation on consumer perceived the motivation of donation; regard for the
firm and buying intention. This research divides firm s into three group s: positive, neutral and negative reputation, according to the reputa
tion of the firm; two types of donation: unconditional donation and cause related marketing (CRM ). Results suggest that consumer per
ceived the motivation of two t