Boundary Effect of Corporate Social Responsibility on Forgiving Brand in Food Industry ——The Moderating Roles of Perceived Quality and Scandal Scope

Abstract

Abstract: In recent years, the brand scandals have occurred frequently in food industry in China, and the companies involved often make every effort possible to fix their brand images and obtain consumers' forgiveness. However, few studies have done on the internal mechanism of corporate social responsibility's influence on consumer's forgiveness. Based on the previous case studies of nearly 100 brand scandals in food industry and corporate social responsibility (CSR) behaviors after the crisis, focusing on the two important influencing factors of percived quality and scandal scope, this study explores the salvation effects of community and combined CSR strategies on consumer forgiveness and the moderating roles of perceived quality and scandal range. Through two scenarios experiments, it is concluded that both community CSR and combined CSR strategies can obtain forgiveness, with perceived quality acting as a negative moderator. Scandal scope has a different function in this process :it positively moderates the salvation effect of the combined CSR strategy, but it does not have a pisitive moderating effect on the community CSR strategy. The study provides some advice for companies in food industry with regard to the choice of the correct CSR strategies when scandals should occur.

Key words: Corporate Social Responsibility (CSR), Customer Redemption, Perceived Quality, Scandal Scope

摘要： 近年来,我国食品行业品牌丑闻频发,丑闻后企业修复品牌,其目的是获得消费者宽恕,然而,目前鲜有研究探讨丑闻后企业社会责任(CSR)策略影响消费者宽恕的内在机制。本文基于前期对食品业近百起品牌丑闻及丑闻后企业社会责任(CSR)行为的连续追踪,选取感知质量与丑闻范围这两个调节变量,探究丑闻之后企业普遍青睐的社区公益责任策略与组合式责任策略对品牌的救赎效果及作用边界。经由两个情境模拟实验法研究得到结论:社区公益和组合式责任策略均能获得消费者宽恕,且受感知质量的负向调节;丑闻范围正向调节组合式责任策略的救赎效果,但并不调节社区公益责任策略的积极作用。该研究为丑闻后企业正确选择救赎性CSR策略提供了思路。

关键词: 企业社会责任, 消费者宽恕, 感知质量, 丑闻范围

CLC Number:

F713

WANG Chunya, YU Weiping. Boundary Effect of Corporate Social Responsibility on Forgiving Brand in Food Industry ——The Moderating Roles of Perceived Quality and Scandal Scope[J]. , 2018, 34(8): 85-96.

王春娅,余伟萍. 食品企业社会责任救赎丑闻品牌的作用边界——感知质量与丑闻范围的调节作用[J]. 财经论丛, 2018, 34(8): 85-96.

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