消费者认知角度下企业社会责任对品牌资产的影响研究

In accordance with information processing theory, the outside information influenced individual cognitive, and then affecting the individual evaluation and behavior. However, the academic circles have neglected the psychological reactions of consumers, this study build the conceptual model of relationship between corporate social responsibility and brand equity, consumers' emotional and rational cognition as mediating variables. Meanwhile, using structural equation methods to test the relationships between the dimensions of corporate social responsibility and brand equity, and mediating effects. The results showed that, corporate environmental responsibility influenced brand equity directly, and meanwhile indirectly through perceived quality; Community responsibility affected brand equity indirectly through perceived quality; Consumer responsibility had an impact on brand equity directly and indirectly through nd perceived quality.