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随着我国经济的快速发展，出现了很多诸如食品安全的社会责任问题。尤其
是近几年国内乳制品行业层出不穷的质量问题，深刻反映了我国企业对社会责任
认识的不足，尤其是乳制品关乎民生安全，其社会责任的履行与其品牌声誉、品
牌忠诚具有紧密的联系
本文旨在研究消费者感知下的兰州庄园乳业的社会责任情况与品牌声誉、品
牌忠诚之间的相互关系。一方面，通过实证方式研究乳制品行业的社会责任的文
献非常少，另一方面，对于兰州庄园乳业而言，面对国际、国内大品牌不断竞争，
如何通过社会责任的履行来扩大品牌影响力、提升客户忠诚显得尤为重要。鉴于
此，本文借鉴国内外已有的研究成果，基于兰州庄园乳业的具体实际情况，研究
其企业社会责任对品牌忠诚的影响
研究基于消费者感知下的企业社会责任，主要分为消费者责任、慈善责任和
环境责任三个维度，通过引入品牌声誉这一中介变量，分别分析了消费者感知下
的三个社会责任对其品牌忠诚的影响。本文通过大量的文献总结，构建了研究模
型，并提出了相关研究假设，并通过发放调查问卷的方式获取研究数据
本文首先在大量文献总结的基数上设计了相关量表，并对量表进行了信度与
效度检验，借助 SPSS 软件对 194 份有效问卷的数据进行相关分析、回归分析和
中介分析，得出以下结论：消费者感知下的兰州庄园乳业的社会责任，对其品牌
声誉、品牌忠诚均存在正向影响，影响显著且可预测。其中消费者责任对品牌声
誉、品牌忠诚的影响力最大，作用最为明显，并且品牌声誉在社会责任对品牌忠
诚影响过程中起部分中介作用。最后本文在数据分析结果得出研究结论，并对兰
州庄园乳业提出管理改善意见。本文从消费者感知进行研究分析，能够给予兰州
庄园乳业真正需要的反馈信息，能够使其充分认识消费者的想法和行为，为以后
生产经营的策略方针指明方向
关键词：企业社会责任，品牌声誉，品牌忠诚，庄园乳业II
Abstract
The concept of corporate social responsibility has received wide attention since the last
century in 90s, the related theory has become mature and its meaning turned from whether the
enterprises should take CSR to stakeholder relationship. Brand reputation is an important symbol
of sustainable development of enterprises; it is directly related to customer loyalty. With the
continuous development of the theory and practice of social responsibility, corporate social
responsibility activities are more and more concerned by consumers, and the impact on consumer
loyalty has become more and more obvious.
With the rapid development of China&39;s economy, there are many CSR problems such as food
safety, especially the quality of the domestic dairy industry in recent years, which reflects Chinese
enterprises lack of awareness of social responsibility. Dairy products related to people&39;s livelihood
security, the fulfillment of CSR is closely related to its brand reputation and brand loyalty.
The purpose of this paper is to study the relationship between social responsibility and brand
reputation and brand loyalty in Lanzhou Zhuangyuan dairy company. On the one hand, the
empirical study of the dairy industry’s CSR literature is very small, on the other hand, the Lanzhou
Zhuangyuan dairy company, in the face of other domestic or international dairy brand competition,
how to improve customer loyalty by fulfilling CSR is particularly important. In view of this, this
paper draws on the existing research results, based on the actual situation of Lanzhou Zhuangyuan
dairy company, to study the impact of CSR on brand loyalty.
This research is based on the consumer perception to study CSR.CSR under consumer
perception can be divided into three dimensions, including the consumer responsibility, the
charitable responsibility and environmental responsibility. The paper use the brand reputation as
an intermediary variable to constructs the research model, and puts forward the relevant research
hypotheses.First, the paper designed the scale and did reliability and validity tested. With the help
of SPSS software, the data of 194 valid questionnaires were analyzed by correlation analysis and
regression analysis, the paper draws the following conclusions: The CSR of Lanzhou Zhuangyuan
dairy company has a positive impact on its brand reputation and brand loyalty, and the consumer
responsibility has the greatest influence. Brand reputation plays a partial mediating role in the
process of social responsibility to brand loyalty. Finally, this paper puts forward some suggestions
for Lanzhou Zhuangyuan dairy company.
Key word: CSR，Brand reputation，Brand loyalty，Zhuangyuan dairy companyIII
目录
中文摘要. I
ABSTRACTII
第一章 绪论......... 1
1.1 研究背景及研究意义 ......1
1.1.1 研究背景1
1.1.2 研究意义2
1.2 研究方法与论文结构 ......3
1.2.1 研究方法3
1.2.2 论文结构3
第二章 相关研究综述. 5
2.1 企业社会责任的相关文献 ..5
2.1.1 企业社会责任的界定与发展........5
2.1.2 企业社会责任的维度 ..6
2.1.3 消费者感知下的企业社会责任......7
2.2 企业品牌声誉的相关文献 ..8
2.2.1 企业品牌声誉的概念..8
2.2.2 企业品牌声誉的影响..8
2.3 企业品牌忠诚度的相关文献 9
2.3.1 企业品牌忠诚度的概念9
2.3.2 企业品牌忠诚度的影响...........10
2.4 企业社会责任、品牌声誉以及品牌忠诚度的关系的研究概述 .......10
2.4.1 企业社会责任与企业品牌声誉.....10
2.4.2 企业社会责任与企业品牌忠诚度...11
2.4.3 企业品牌声誉与企业品牌忠诚度...12
2.4.4 企业社会责任、企业品牌声誉与企业品牌忠诚 ...13IV
第三章 研究设计.... 14
3.1 研究方案 ...14
3.1.1 研究对象...........14
3.1.2 基于消费者感知的兰州庄园乳业的问卷设计.....15
3.1.3 问卷发放与收集.....15
3.1.4 数据分析...........16
3.2 量度和量表设计 .........16
3.2.1 消费者感知下的企业社会责任量表.17
3.2.2 企业品牌声誉量表 ...17
3.2.3 品牌忠诚量表 .......18
3.3 数据模型和研究假设 .....18
3.3.1 数据模型的构建.....18
3.3.2 研究假设的提出.....19
第四章 实证研究.... 21
4.1 兰州庄园乳业描述性分析 .21
4.1.1 兰州庄园乳业基本特征分析.......21
4.1.2 兰州庄园乳业研究变量的描述性统计分析.......22
4.2 兰州庄园乳业问卷信度和效度的检验 ...23
4.2.1 兰州庄园乳业 CSR 量表的信度与效度检验 .......23
4.2.2 兰州庄园乳业品牌声誉量表的信度与效度分析 ...25
4.2.3 兰州庄园乳业品牌忠诚度量表的信度与效度分析 .26
4.3 兰州庄园乳业相关分析 .........
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