Abstract: This study tries to find an answer to the question: Are different fit of benevolent contribution conducive for repair consumption intention after brand scandal? The results from an empirical study suggest that different fit of benevolent contribution may be conducive for rebuilding brand trust and consumption intention. The study found that, compared with lower charitable donations’ fit, a higher one will lead to rebuild or get renewal a higher brand trust and consumption wellness; meanwhile reconstruction of brand trust fully mediated repair effect, and the perception of responsibility partially moderated main effects.

摘要： 本论文通过实验方法，探索道德型品牌丑闻后契合度不同的慈善捐助企业社会责任活动对品牌消费意愿的修复效应。研究发现较之低契合度的慈善捐助，高契合度的慈善捐助导致更高的品牌信任重建；较之低契合度的慈善捐助，高契合度慈善捐助导致更高的消费意愿恢复；品牌信任重建在修复效果中起完全中介作用，丑闻后的感知责任对主效应起部分调节作用。