企业社会责任活动与企业能力的匹配概述
An Overview on the Fit of Corporate Social Responsibility Activities and Corporate Capabilities
摘要: 企业社会责任(Corporate social Responsibility，CSR)和企业能力(Corporate Ability，CA)作为消费者感知企业整体形象的两个重要维度，它们之间的匹配影响消费者的态度和评价。本文首先梳理了CSR与CA匹配的理论基础，然后分析了两种类型的匹配，并进一步说明了何时不匹配也是有效的，最后探讨了实践启示、研究不足及未来研究方向。
Abstract: Corporate Social Responsibility (CSR) and Corporate Ability (CA) as the two important dimensions of consumer perceived corporate image, whether they are fit with each other, affect consumer attitude and evaluation towards the company. Firstly, this paper reviews the theoretical basis for CSR and CA fitness, and then analyzes the two types of fitness, and further illustrates the effective situation when they are not fitted. Finally, the paper discusses the practical implications, the lack of present research and future direction of the research.
文章引用：蔡丽婷, 王静一. 企业社会责任活动与企业能力的匹配概述[J]. 现代市场营销, 2016, 6(2): 11-15. https://dx.doi.org/10.12677/MOM.2016.62002

参考文献

[1] Anderson, E.W. and Sullivan, M.W. (1993) The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12, 125-143. http://dx.doi.org/10.1287/mksc.12.2.125 [Google Scholar] [CrossRef] 
[2] Brown, T.J. and Dacin, P.A. (1997) The Company and the Product: Corporate Associations and Consumer Product Responses. Journal of Marketing, 61, 68-84. http://dx.doi.org/10.2307/1252190 [Google Scholar] [CrossRef] 
[3] Folkes, V.S. and Kamins, M.A. (1999) Effects of Information about Firms Ethical and Unethical Actions on Consumers Attitudes. Journal of Consumer Psychology, 8, 243-259. http://dx.doi.org/10.1207/s15327663jcp0803_03 [Google Scholar] [CrossRef] 
[4] Groza, M.D., Pronschinske, M.R. and Walker, M. (2011) Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR. Journal of Business Ethics, 102, 639-652. http://dx.doi.org/10.1007/s10551-011-0834-9 [Google Scholar] [CrossRef] 
[5] Gupta, S. and Pirsch, J. (2006) The Company-Cause-Customer Fit Decision in Cause-Related Marketing. Journal of Consumer Marketing, 23, 314-326. http://dx.doi.org/10.1108/07363760610701850 [Google Scholar] [CrossRef] 
[6] Gwinner, K. (1997) A Model of Image Creation and Image Transfer in Event Sponsorship. International Marketing Review, 14, 145-158.
[7] Kim, N., Sung, Y. and Lee, M. (2012) Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations. Journal of Business Ethics, 109, 163-174. http://dx.doi.org/10.1007/s10551-011-1115-3 [Google Scholar] [CrossRef] 
[8] 卢东, Samart, Powpaka, 等. 基于消费者视角的企业社会责任归因[J]. 管理学报, 2010(6): 861-867.
[9] Oliver, RL. (1980) A Cognitive Model of Antecedents and Conse-quences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469. http://dx.doi.org/10.2307/3150499 [Google Scholar] [CrossRef] 
[10] Sen, S. and Bhattacharya, C.B. (2001) Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility. Journal of Marketing Research, 38, 225-243. http://dx.doi.org/10.1509/jmkr.38.2.225.18838 [Google Scholar] [CrossRef] 
[11] Vanhamme, J. and Grobben, B. (2009) Too Good to be True! The Effectiveness of CSR History in Countering Negative Publicity. Journal of Business Ethics, 85, 273-283. http://dx.doi.org/10.1007/s10551-008-9731-2 [Google Scholar] [CrossRef] 
[12] Becker-Olsen, K.L., Cudmore, B.A. and Hill, R.P. (2006) The Impact of Perceived Corporate Social Responsibility on Consumer Behavior. Journal of Business Research, 59, 46-53. http://dx.doi.org/10.1016/j.jbusres.2005.01.001 [Google Scholar] [CrossRef] 
[13] Webb, D.J. and Mohr, L.A. (1998) A Typology of Consumer Responses to Cause-Related Marketing: From Skeptics to Socially Concerned. Journal of Public Policy & Marketing, 17, 226-238.
[14] Ellen, P.S., Webb, D.J. and Mohr, L.A. (2006) Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs. Journal of the Academy of Marketing Science, 34, 147-157. http://dx.doi.org/10.1177/0092070305284976 [Google Scholar] [CrossRef] 
[15] Yong, S.S. (2012) Communication Strategies for Enhancing Perceived fit in the CSR Sponsorship Context. International Journal of Advertising, 31, 133-146. http://dx.doi.org/10.2501/IJA-31-1-133-146 [Google Scholar] [CrossRef] 
[16] Gray, R. (2000) Developing a Tight Fit Is Crucial to CRM. Marketing, 4, 37-38.
[17] Barone, M.J., Norman, A.T. and Miyazaki, A.D. (2007) Consumer Response to Retailer Use of Cause-Related Marketing: Is More Fit Better? Journal of Retailing, 93, 437-445. http://dx.doi.org/10.1016/j.jretai.2007.03.006 [Google Scholar] [CrossRef] 

为你推荐