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本研究从道德情感视角出发,分析企业跨国慈善行为对消费者品牌评价的作用机制,并在此基础上提出了相应的慈善沟通策略。本研究检验了不同类型的企业跨国慈善行为会引发消费者产生不同类型的道德情感和企业品牌评价。具体而言,对于外国(中国)企业来(去)中国(外国)实施慈善行为,中国消费者产生钦佩(生气)的道德情感,并外溢到企业品牌评价。为有效管理企业跨国慈善行为的影响,针对外国(中国)企业来(去)中国(外国)实施慈善行为,企业应采取对比(移情)沟通策略,更有助于增强(削弱)企业跨国慈善行为的积极(消极)影响。
This study, from the perspective of moral emotion, analyzes the mechanism of multinational philanthropy on the evaluation of consumer brands, and on this basis, puts forward corresponding philanthropic communication strategies. This study examines the different types of business multinational charity will lead to different types of consumers generate moral feelings and corporate brand evaluation. Specifically, Chinese consumers generate a moral feeling of admiration (anger) for charities that foreign (Chinese) companies come to (go) to China (foreign countries) and spill over to corporate brand evaluations. In order to effectively manage the impact of multinational philanthropy, enterprises should adopt a comparative (empathy) communication strategy in response to foreign (Chinese) enterprises coming to China (foreign countries) to carry out philanthropic activities, and more help strengthen (weaken) the transnational charity of enterprises Positive (negative) effects of behavior.