消费者视角的企业社会责任对品牌资产的影响研究
|
摘要
企业社会责任的观念自上个世纪70-80年代的大辩论后,已经在理论界和实践界达成了共识,人们普遍认可了企业承担社会责任的合理性。我国是在20世纪80年代中期以后导入企业社会责任的观点,随着我国经济的飞速发展、企业的不断成长,仅仅以经济收益为核心目标的价值观念受到了人们的挑战,企业的各种不和谐、不公正、不可持续性的行为受到社会的质疑。尤其是2008年以来,企业经营中存在的大量不符合法律、道德的问题受到大家的关注,而一些影响较大的自然灾害的发生也引发了企业是否承担社会责任在国内的讨论。对这一问题的重视,体现了社会文化的进步,也是企业实现可持续发展,更多的为人类的福祉贡献力量的重要讨论。
近年来,学者们就企业承担社会责任的内容、方式方法以及企业承担社会责任带来的收益等方面进行了研究,取得了较为丰硕的成果。但是目前,对企业社会责任带来收益方面的研究主要还是集中于对企业经济收益、品牌声誉和消费者短效的行为反馈等较为直观且短效的收益的研究,而对于企业品牌资产这一决定企业发展的关键性的长效变量的影响研究还较为空白。
本研究从消费者视角研究了企业社会责任行动对企业品牌资产的影响机理。本研究提出了消费者视角的“企业社会责任行动-企业社会责任感知-品牌资产”的研究框架,并运用实证分析方法和案例分析方法对该模型及相关假设进行了检验,得到了如下基本结论：
企业社会责任行动中的经济责任、法律责任、环境保护责任、客户导向责任、公益事业责任、就业安置责任对感知企业社会责任的可见性有正向关系。企业社会责任行动中的经济责任、法律责任、环境保护责任、客户导向责任、公益事业责任、商业道德责任、社会稳定和进步责任对企业社会责任感知变量之合理性有显著影响。法律责任、环境保护责任、客户导向责任、以人为本责任、公益事业责任、商业道德责任、社会稳定和进步责任对企业社会责任感知的适时性有显著影响。企业的经济责任、客户导向责任、以人为本责任、公益事业责任、社会稳定和进步责任对企业社会责任感知变量之适度性有显著影响。
感知企业社会责任的四个维度可见性、合理性、适时性、适度性均对品牌忠诚度有显著正向影响。可见性、合理性、适时性、适度性等四个企业社会责任感知变量对品牌知名度都存在显著正向影响。消费者对品牌感知质量的评价与其感知社会责任的适度性有明显关系,但感知社会责任的可见性、合理性、适时性对感知质量没有显著影响。四个企业社会责任感知变量可见性、合理性、适时性、适度性均通过检验,这说明他们均对品牌联想有显著正向影响。感知企业社会责任的可见性、合理性对专属品牌资产有显著正向影响：适时性、适度性对专属品牌资产没有显著影响。
企业社会责任沟通作为调节变量对于感知企业社会责任的调节作用显著。
根据上述研究结论,本文还给出了企业管理的启示,分析了我国企业开展社会责任行动的主要内容及重点,提出了消费者感知企业社会责任是企业社会责任工作的关键环节和重要评价,强调企业社会责任沟通是消费者感知企业社会责任多寡的主要因素,最后指出企业可以通过增加消费者感知企业社会责任实现企业品牌资产增值。
本研究的创新点在于：
第一,将企业开展社会责任行动的价值扩展到品牌资产这一无形资产上,通过实证和案例分析,证实了企业社会责任对企业品牌资产具有的重要影响意义。第二,将开展社会责任行动的效果落实到消费者评价上,本研究认为消费者感知是企业开展社会责任行动的关键环节,也是消费者将企业社会责任行动与企业品牌资产联系起来的主要桥梁。唯有让消费者全面的感知到企业社会责任行动的情况,才能促进其对企业品牌的好感,从而促进消费者视角上的品牌资产增值。第三,本研究还发现企业社会责任沟通在企业社会责任行动与消费者社会责任感知之间的重要调节作用。基于信息不对称理论和现实的观察,我们发现企业社会责任沟通的好坏很大程度上影响消费者对企业社会责任行动的感知评价,因此本研究将企业社会责任沟通作为重要的调节变量,通过实证结果证实了其沟通的重要价值,从而为企业进行社会责任沟通的工作做出了指导。
After the debate on the notion of Corporate Social Responsibility from1970s to1980s, the public has universally acknowledged the rationality of this notion in both theory and practice fields. After the mid1980s this notion came into China, when the values of profit-only were questioned as the Chinese economy soared and enterprises' unjust, untuned and unsustainable behavior were doubted. After2008in particular, a large number of problems concerning legitimacy and ethics of enterprises's business came to the pubic's attention, and the occurrence of some natural disasters also sparked discussions about whether enterpreses should undertake social responsibility. This focus is an advance of social culture and an important exploration for enterprises' sustainable development and social happiness.
In recent years, much research on the contents, methods and benefits of CSR has been done with many achievements. But so far, the research about benefis of CSR has been mainly on some straightforward and short-acting ones such as economic benefits, brand reputation and consumers' short-acting behavior, instead of on brand equity, which is the key and long-acting variable to the enterprise development.
This research studies the effect mechanism of corporate social responsibility campaigns on its brand equity from the consumers' perspective. A frame of "corporate social responsibility campaign----corporate social responsibility perception-----brand equity" is proposed and tested in both empirical and case analysis methods, from which conclusions are drawn:
Among the corporate social responsibilities, the economic responsibility, the legal responsibility, the environmental responsibility, the customer orientation responsibility, the public welfare responsibility and employment placement responsibility have a positive relation with the visibility of the perception of corporate social responsibility. The economic responsibility, the legal responsibility, the environmental responsibility, the customer orientation responsibility, the public welfare responsibility, the business ethics responsibility and the social stability and development responsibility have a significant effect on the rationality of perception variabls of corporate social responsibility. The legal responsibility, the environmental responsibility, the customer orientation responsibility, the people-oriented responsibility, the public welfare responsibility, the business ethics responsibility, the social stability and development responsibility have a significant effect on the timeliness of the perception of corporate social responsibility. The economic responsibility, the customer oriention responsibility, the people-oriented responsibility, the public welfare responsibility, the social stability and development responsibility have a significant effect on the moderation of the perception variables of corporate social responsibility.
All of the four dimensions of visibility, rationality, timeliness and moderation in corporate social responsibility perception have a significant and positive effect on brand loyalty. All of the four variables of visibility, rationality, timeliness and moderation in corporate social responsibility perception have a significant and positive effect on brand awareness. The consumers'evaluation on the quality of brand perception have an obvious relation with the moderation of corporate social responsibility perception, but the visibility, rationality and timeliness of corporate social responsibility perception do not have a significant effect on the perception quality. All of these four variables pass the test, which demonstrates their significant and positive effect on brand association. The visibility and rationality of corporate social responsibility perception have a significant and positive effect on the exclusive brand equity; the timeliness and moderation do not.
As a moderating variable, the communication over corporate social responsibility has a significant regulating effect on the corporate social responsibility perception.
According to the conclusions above, some suggestions about business management are given, which analyze the main contents and key points in launching corporate social responsibility campaigns, present that the key point and important evaluation in the corporate social responsibility work is that consumers perceive the corporate social responsibility, emphasize that communicaiton over corporate social responsibility is the main factor for the consumers to perceive corporate social responsibility, and finally indicate that enterprises can achieve brand equity appreciation by increasing consumers' perception of corporate social responsibility.
The innovation points of this research lie in:
Firstly, extend the benefits of corporate social responsibility campaigns to brand equity and demonstrate that corporate social responsibility means much to brand equity in both empirical and case analysis methods. Secondly, implement the results of corporate social responsibility campaigns on the consumer evaluation. This research argues that consumer perception is the key to the corporate social responsility campaigns as well as the main bridge for consumers linking corporate social responsibility campaigns and brand equity. Only by making consumers perceiving corporate social responsibility campaigns deeply can their inclination for the brand increase, hence do the brand equity appreciation from the consumers' perspective. Thirdly, this research also finds out the important regulating effect of communication over corporate social responsibility between corporate social responsibility campaigns and consumers perception. Based on Theory of Information Asymmetry and observations, we find that the results of communication have a great effect on consumers' perception evaluation on corporate social responsibility campaigns. Therefore, this research takes communication as an important regulating variable and testifies its value empirically, which offers a guideline to enterprises' relevant work.
近年来,学者们就企业承担社会责任的内容、方式方法以及企业承担社会责任带来的收益等方面进行了研究,取得了较为丰硕的成果。但是目前,对企业社会责任带来收益方面的研究主要还是集中于对企业经济收益、品牌声誉和消费者短效的行为反馈等较为直观且短效的收益的研究,而对于企业品牌资产这一决定企业发展的关键性的长效变量的影响研究还较为空白。
本研究从消费者视角研究了企业社会责任行动对企业品牌资产的影响机理。本研究提出了消费者视角的“企业社会责任行动-企业社会责任感知-品牌资产”的研究框架,并运用实证分析方法和案例分析方法对该模型及相关假设进行了检验,得到了如下基本结论：
企业社会责任行动中的经济责任、法律责任、环境保护责任、客户导向责任、公益事业责任、就业安置责任对感知企业社会责任的可见性有正向关系。企业社会责任行动中的经济责任、法律责任、环境保护责任、客户导向责任、公益事业责任、商业道德责任、社会稳定和进步责任对企业社会责任感知变量之合理性有显著影响。法律责任、环境保护责任、客户导向责任、以人为本责任、公益事业责任、商业道德责任、社会稳定和进步责任对企业社会责任感知的适时性有显著影响。企业的经济责任、客户导向责任、以人为本责任、公益事业责任、社会稳定和进步责任对企业社会责任感知变量之适度性有显著影响。
感知企业社会责任的四个维度可见性、合理性、适时性、适度性均对品牌忠诚度有显著正向影响。可见性、合理性、适时性、适度性等四个企业社会责任感知变量对品牌知名度都存在显著正向影响。消费者对品牌感知质量的评价与其感知社会责任的适度性有明显关系,但感知社会责任的可见性、合理性、适时性对感知质量没有显著影响。四个企业社会责任感知变量可见性、合理性、适时性、适度性均通过检验,这说明他们均对品牌联想有显著正向影响。感知企业社会责任的可见性、合理性对专属品牌资产有显著正向影响：适时性、适度性对专属品牌资产没有显著影响。
企业社会责任沟通作为调节变量对于感知企业社会责任的调节作用显著。
根据上述研究结论,本文还给出了企业管理的启示,分析了我国企业开展社会责任行动的主要内容及重点,提出了消费者感知企业社会责任是企业社会责任工作的关键环节和重要评价,强调企业社会责任沟通是消费者感知企业社会责任多寡的主要因素,最后指出企业可以通过增加消费者感知企业社会责任实现企业品牌资产增值。
本研究的创新点在于：
第一,将企业开展社会责任行动的价值扩展到品牌资产这一无形资产上,通过实证和案例分析,证实了企业社会责任对企业品牌资产具有的重要影响意义。第二,将开展社会责任行动的效果落实到消费者评价上,本研究认为消费者感知是企业开展社会责任行动的关键环节,也是消费者将企业社会责任行动与企业品牌资产联系起来的主要桥梁。唯有让消费者全面的感知到企业社会责任行动的情况,才能促进其对企业品牌的好感,从而促进消费者视角上的品牌资产增值。第三,本研究还发现企业社会责任沟通在企业社会责任行动与消费者社会责任感知之间的重要调节作用。基于信息不对称理论和现实的观察,我们发现企业社会责任沟通的好坏很大程度上影响消费者对企业社会责任行动的感知评价,因此本研究将企业社会责任沟通作为重要的调节变量,通过实证结果证实了其沟通的重要价值,从而为企业进行社会责任沟通的工作做出了指导。
After the debate on the notion of Corporate Social Responsibility from1970s to1980s, the public has universally acknowledged the rationality of this notion in both theory and practice fields. After the mid1980s this notion came into China, when the values of profit-only were questioned as the Chinese economy soared and enterprises' unjust, untuned and unsustainable behavior were doubted. After2008in particular, a large number of problems concerning legitimacy and ethics of enterprises's business came to the pubic's attention, and the occurrence of some natural disasters also sparked discussions about whether enterpreses should undertake social responsibility. This focus is an advance of social culture and an important exploration for enterprises' sustainable development and social happiness.
In recent years, much research on the contents, methods and benefits of CSR has been done with many achievements. But so far, the research about benefis of CSR has been mainly on some straightforward and short-acting ones such as economic benefits, brand reputation and consumers' short-acting behavior, instead of on brand equity, which is the key and long-acting variable to the enterprise development.
This research studies the effect mechanism of corporate social responsibility campaigns on its brand equity from the consumers' perspective. A frame of "corporate social responsibility campaign----corporate social responsibility perception-----brand equity" is proposed and tested in both empirical and case analysis methods, from which conclusions are drawn:
Among the corporate social responsibilities, the economic responsibility, the legal responsibility, the environmental responsibility, the customer orientation responsibility, the public welfare responsibility and employment placement responsibility have a positive relation with the visibility of the perception of corporate social responsibility. The economic responsibility, the legal responsibility, the environmental responsibility, the customer orientation responsibility, the public welfare responsibility, the business ethics responsibility and the social stability and development responsibility have a significant effect on the rationality of perception variabls of corporate social responsibility. The legal responsibility, the environmental responsibility, the customer orientation responsibility, the people-oriented responsibility, the public welfare responsibility, the business ethics responsibility, the social stability and development responsibility have a significant effect on the timeliness of the perception of corporate social responsibility. The economic responsibility, the customer oriention responsibility, the people-oriented responsibility, the public welfare responsibility, the social stability and development responsibility have a significant effect on the moderation of the perception variables of corporate social responsibility.
All of the four dimensions of visibility, rationality, timeliness and moderation in corporate social responsibility perception have a significant and positive effect on brand loyalty. All of the four variables of visibility, rationality, timeliness and moderation in corporate social responsibility perception have a significant and positive effect on brand awareness. The consumers'evaluation on the quality of brand perception have an obvious relation with the moderation of corporate social responsibility perception, but the visibility, rationality and timeliness of corporate social responsibility perception do not have a significant effect on the perception quality. All of these four variables pass the test, which demonstrates their significant and positive effect on brand association. The visibility and rationality of corporate social responsibility perception have a significant and positive effect on the exclusive brand equity; the timeliness and moderation do not.
As a moderating variable, the communication over corporate social responsibility has a significant regulating effect on the corporate social responsibility perception.
According to the conclusions above, some suggestions about business management are given, which analyze the main contents and key points in launching corporate social responsibility campaigns, present that the key point and important evaluation in the corporate social responsibility work is that consumers perceive the corporate social responsibility, emphasize that communicaiton over corporate social responsibility is the main factor for the consumers to perceive corporate social responsibility, and finally indicate that enterprises can achieve brand equity appreciation by increasing consumers' perception of corporate social responsibility.
The innovation points of this research lie in:
Firstly, extend the benefits of corporate social responsibility campaigns to brand equity and demonstrate that corporate social responsibility means much to brand equity in both empirical and case analysis methods. Secondly, implement the results of corporate social responsibility campaigns on the consumer evaluation. This research argues that consumer perception is the key to the corporate social responsility campaigns as well as the main bridge for consumers linking corporate social responsibility campaigns and brand equity. Only by making consumers perceiving corporate social responsibility campaigns deeply can their inclination for the brand increase, hence do the brand equity appreciation from the consumers' perspective. Thirdly, this research also finds out the important regulating effect of communication over corporate social responsibility between corporate social responsibility campaigns and consumers perception. Based on Theory of Information Asymmetry and observations, we find that the results of communication have a great effect on consumers' perception evaluation on corporate social responsibility campaigns. Therefore, this research takes communication as an important regulating variable and testifies its value empirically, which offers a guideline to enterprises' relevant work.
引文
[1]Aaker D A. Building Strong Brands:Building, Measuring, and Managing Brand Equity:The Free Press, New York, NY,1996
[2]Aaker D A. Managing brand equity:Capitalizing on the value of a brand name[M]Free Pr,1991.
[3]Agarwal M K, Rao V R. An empirical comparison of consumer-based measures of brand equity[J]. Marketing Letters,1996,7(3):237-247
[4]Aupperle K E, Carroll A B, Hatfield J D. An empirical examination of the relationship between corporate social responsibility and profitability [J]. Academy of management Journal,1985:446-463
[5]Barone M J, Norman A T, Miyazaki A D. Consumer response to retailer use of cause-related marketing:Is more fit better?[J]. Journal of Retailing,2007,83(4): 437-445
[6]Barwise P. Brand equity:snark or boojum?[J]. International Journal of Research in Marketing,1993,10(1):93-104
[7]Bassen A, Jastram S, Meyer K. Corporate Social Responsibility[J]. Zeitschrift fur Wirtschafts-und Unternehmensethik (zfwu),2005,6(2):231-236
[8]Basu K, Palazzo G. Corporate social responsibility:A process model of sensemaking[J]. The Academy of Management Review ARCHIVE,2008,33(1): 122-136
[9]Becchetti L, Ciciretti R. Corporate social responsibility and stock market performance[J]. Applied financial economics,2009,19(16):1283-1293
[10]Becker-Olsen K L, Cudmore B A, Hill R P. The impact of perceived corporate social responsibility on consumer behavior[J]. Journal of Business Research, 2006,59(1):46-53
[11]Becker-Olsen K L, Hill R P. The impact of sponsor fit on brand equity[J]. Journal of Service Research,2006,9(1):73-83
[12]Berens G, Van Riel C B M. Van Bruggen G H. Corporate associations and consumer product responses:The moderating role of corporate brand dominance[J]. Journal of Marketing,2005:35-48
[13]Berry L L. Cultivating service brand equity[J]. Journal of the Academy of Marketing Science,2000,28(1):128-137
[14]Bhattacharya C B, Sen S. Doing Better at Doing Good:When, Why and How Consumers Respond to Corporate Social Initiativcs[J]. California Management Review,2004,47(Fall):9-25
[15]Bondy K, Matten D, Moon J. Multinational corporation codes of conduct: Governance tools for corporate social responsibility?[J]. Corporate Governance: An International Review,2008,16(4):294-311
[16]Bowen H R. Social responsibility of the businessman:Harper,1953
[17]Brown T J, Dacin P A. The company and the product:corporate associations and consumer product responses[J]. The Journal of Marketing,1997:68-84
[18]Burke L, Logsdon J M. How corporate social responsibility pays off[J]. Long range planning,1996,29(4):495-502
[19]C Fornell, DF Larcker. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research,1981,18(1): 39-50.
[20]Carroll A B. A three-dimensional conceptual model of corporate performance[J]. Academy of management review,1979:497-505
[21]Carroll A B. Corporate social responsibility[J]. Business & society,1999,38(3): 268-295
[22]Carroll A B. Social issues in management research[J]. Business & Society,1994, 33(1):5-29
[23]Carroll A B. The pyramid of corporate social responsibility:Toward the moral management of organizational stakeholders[J]. Business horizons,1991,34(4): 39-48
[24]Churchill Jr G A. A paradigm for developing better measures of marketing constructs [J]. Journal of marketing research,1979:64-73
[25]Clarkson M B E. A stakeholder framework for analyzing and evaluating corporate social performance[J]. Academy of management review,1995:92-117
[26]Crane A, Matten D, Spence L. Corporate social responsibility[J]. Recherche,2007, 67:2
[27]Creyer E H, Ross W T. The impact of corporate behavior on perceived product value[J]. Marketing Letters,1996,7(2):173-185
[28]Creyer E H. The influence of firm behavior on purchase intention:do consumers really care about business ethics?[J]. Journal of Consumer Marketing,1997, 14(6):421-432
[29]Dahlsrud A. How corporate social responsibility is defined:an analysis of 37 definitions[J]. Corporate Social Responsibility and Environmental Management, 2008,15(1):1-13
[30]Davis K. Can business afford to ignore social responsibilities?[J]. California Management Review,1960,2(3):70-77
[31]Dawkins J. Corporate responsibility:the communication challenge[J]. Journal of communication management,2005,9(2):108-119
[32]Developmen C F E. Responsibilities of Business Corporations:NewYork:1971
[33]Development C F E. Responsibilities of Business Corporations:NewYork:1971
[34]Devinney T M, Eckhardt G, Belk R. Why don't consumers behave ethically? The social construction of consumption[J]. Centre for Corporate Change, Sydney, 2006
[35]Donaldson T, Dunfee T W. Ties that bind:A social contracts approach to business ethics[M]Harvard Business Press,1999.
[36]Donaldson T, Dunfee T W. Toward a unified conception of business ethics: Integrative social contracts theory [J]. The Academy of Management Review, 1994,19(2):252-284
[37]Drumwright M E. Company advertising with a social dimension:The role of noneconomic criteria[J]. The Journal of Marketing,1996:71-87
[38]Du R, Ai S, Hu Q. Competition and cooperation between brands in a segment:an analysis based on a semi-Markov model[J]. International Journal of Services Sciences,2009,2(1):70-82
[39]Du S, Bhattacharya C B, Sen S. Maximizing business returns to corporate social responsibility (CSR):The role of CSR communication[J]. International Journal of Management Reviews,2010,12(1):8-19
[40]Ellen P S, Webb D J, Mohr L A. Building corporate associations:consumer attributions for corporate socially responsible programs[J]. Journal of the Academy of Marketing Science,2006,34(2):147-157
[41]Farquhar P. Managing brand equity [J]. Marketing Research,1989,1:24-33
[42]Folkes V S, Kamins M A. Effects of information about firms' ethical and unethical actions on consumers'attitudes[J]. Journal of Consumer Psychology, 1999,8(3):243-259
[43]Fombrun C, Shanley M. What's in a name? Reputation building and corporate strategy [J]. Academy of management Journal,1990:233-258
[44]Frankental P. Corporate social responsibility-a PR invention?[J]. Corporate Communications:An International Journal,2001,6(1):18-23
[45]Frederick W C. The growing concern over business responsibility [J]. California Management Review,1960,2(4):54-61
[46]Frederick W C. The growing concern over business responsibility [J]. California Management Review,1960,2(4):54-61
[47]Friedman M. Occupational licensure[J]. Capitalism and Freedom,1962,137
[48]Friedman M. The social responsibility of business is to increase its profits[J]. Corporate ethics and corporate governance,2007:173-178
[49]Handelman J M, Arnold S J. The role of marketing actions with a social dimension:Appeals to the institutional environment[J]. The Journal of Marketing, 1999:33-48
[50]Healy M, Ratten V, Rivers C, et al. Corporate Social Responsibility in different societies:The interplay of organisational and social context on understanding of CSR[J].2005
[51]Hoeffler S, Keller K L. Building brand equity through corporate societal marketing[J]. Journal of Public Policy & Marketing,2002:78-89
[52]Holden S J S, Lutz R J. Ask not what the brand can evoke; ask what can evoke the brand[J]. Advances in Consumer Research,1992,19(1):101-107
[53]IBM. IBM 100[Online]. http://www-31.ibm.com/ibm/cn/ibm100/main.html/list, 2012
[54]IBM. IBM大学合作部[Online]. http://www-31.ibm.com/cn/ibm/university/, 2012
[55]IBM.IBM合作项目介绍[Online]. http://www-31.ibm.com/ cn/ibm/university/about/index.shtml,2012
[56]IBM.关于IBM[Online]. http://www.ibm.com/ibm/cn/zh/,2012
[57]IBM.企业社会责任——概览[Online]. http://www-31.ibm.com/cn /corporateresponsibility/overview.shtml,2012
[58]IBM.企业社会责任——共创和谐社会同建智慧地球[Online]. http://www-31.ibm.com /cn/corporateresponsibility/,2012
[59]IBM.企业社会责任——环境[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/enviroment.shtml,2012
[60]IBM.企业社会责任——屡获殊荣[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/honor.shtml,2012
[61]IBM.企业社会责任——社区[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/community.shtml,2012
[62]IBM.以客户为导向——MOT关键时刻培训[Online]. http://www-31.ibm.com/cn/ibm/ partner/ce/mgs/course/mot.shtml,2012
[63]IT168.IBM百年回顾：方便残疾人[Online], http://cio.itl 68.com/a2011/0616/ 1205/000001205397_all.shtml,2012
[64]Jenkins R. Globalization, corporate social responsibility and poverty[J]. International Affairs,2005,81(3):525-540
[65]Johnson H L. Business in contemporary society:Framework and issues[M]Wadsworth Publishing Company,1971.
[66]Keller K L. Conceptualizing, measuring, and managing customer-based brand equity [J]. The Journal of Marketing,1993:1-22
[67]Klein J, Dawar N. Corporate social responsibility and consumers'attributions and brand evaluations in a product-harm crisis[J]. International Journal of research in Marketing,2004,21(3):203-217
[68]Lai C S, Chiu C J, Yang C F, et al. The effects of corporate social responsibility on brand performance:The mediating effect of industrial brand equity and corporate reputation [J]. Journal of business ethics,2010,95(3):457-469
[69]Lantos G P. The boundaries of strategic corporate social responsibility[J]. Journal of consumer marketing,2001,18(7):595-632
[70]Lee M D P. A review of the theories of corporate social responsibility:Its evolutionary path and the road ahead[J]. International Journal of Management Reviews,2008,10(1):53-73
[71]Leonard D, Mcadam R. Corporate social responsibility[J]. Quality progress,2003, 36(10):27-33
[72]Leuthesser L, Conference M S I. Defining, Measuring, and Managing Brand Equity:A Conference Summary by[M]Marketing Science Institute,1988.
[73]Lichtenstein D R, Drumwright M E, Braig B M. The effect of corporate social responsibility on customer donations to corporate-supported nonprofits[J]. Journal of Marketing,2004:16-32
[74]Ligeti G, Oravecz A. CSR communication of corporate enterprises in Hungary [J]. Journal of business ethics,2009,84(2):137-149
[75]Lindgreen A, Swaen V. Corporate social responsibility[J]. International Journal of Management Reviews,2010,12(1):1-7
[76]Luo X, Bhattacharya C B. Corporate social responsibility, customer satisfaction, and market value[J]. Journal of marketing,2006:1-18
[77]Maignan I, Ferrell O C. Corporate social responsibility and marketing:an integrative framework[J]. Journal of the Academy of Marketing Science,2004, 32(1):3-19
[78]Manne H G, Wallich H C, Research A E I F. The modern corporation and social responsibility[M]American Enterprise Institute for Public Policy Research,1972.
[79]Matten D, Moon J. Corporate social responsibility [J]. Journal of business Ethics, 2005,54(4):323-337
[80]Mcguire J B, Sundgren A, Schneeweis T. Corporate social responsibility and firm financial performance [J]. Academy of management journal,1988:854-872
[81]Mcguire J W. Business and society[M]McGraw-Hill New York,1963.
[82]Mcwilliams A, Siegel D S, Wright P M. Corporate social responsibility:Strategic implications*[J]. Journal of Management Studies,2006,43(1):1-18
[83]Mcwilliams A, Siegel D. Corporate social responsibility and financial performance:correlation or misspecification?[J]. Strategic Management Journal, 2000,21(5):603-609
[84]Mcwilliams A, Siegel D. Corporate social responsibility:A theory of the firm perspective [J]. Academy of management review,2001:117-127
[85]Mohr L A, Webb D J, Harris K E. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[J]. Journal of Consumer Affairs,2001,35(1):45-72
[86]Mohr L A, Webb D J. The effects of corporate social responsibility and price on consumer responses[J]. Journal of Consumer Affairs,2005,39(1):121147
[87]Moir L. What do we mean by corporate social responsibility?[J]. Corporate governance,2001,1(2):16-22
[88]Morsing M, Schultz M. Corporate social responsibility communication: stakeholder information, response and involvement strategies[J]. Business Ethics: A European Review,2006,15(4):323-338
[89]Nan X, Heo K. Consumer responses to corporate social responsibility (CSR) initiatives:Examining the role of brand-cause fit in cause-related marketing[J]. Journal of Advertising,2007,36(2):63-74
[90]Ness M R. Corporate social responsibility[J]. British food journal,1992,94(7): 38-44
[91]O Dwyer B. Conceptions of corporate social responsibility:the nature of managerial capture[J]. Accounting, Auditing & Accountability Journal,2003, 16(4):523-557
[92]Orlitzky M, Schmidt F L, Rynes S L. Corporate social and financial performance: A meta-analysis[J]. Organization studies,2003,24(3):403-441
[93]Osborne D, Gaebler T. Reinventing government:How the entrepreneurial spirit is transforming government[J]. Reading Mass. Adison Wesley Public Comp,1992
[94]Pava M L, Krausz J. The association between corporate social-responsibility and financial performance:The paradox of social cost[J]. Journal of Business Ethics, 1996,15(3):321-357
[95]PC6咨询.IBM百年华诞回顾24个历史里程碑[Online], http://www.pc6.com/ infoview/Article_52084_2.html,2012
[96]Pirsch J, Gupta S, Grau S L. A framework for understanding corporate social responsibility programs as a continuum:An exploratory study[J]. Journal of business ethics,2007,70(2):125-140
[97]Podnar K. Guest editorial:Communicating corporate social responsibility[J]. 2008
[98]Porter M E, Kramer M R. The link between competitive advantage and corporate social responsibility[J]. Harvard business review,2006,84(12):78-92
[99]Re F R E R, Reed D L. Stockholders and Stakeholders:A New Perspective in Corporate Governance[J]. California management review,1983,25:88-106
[100]Roberts R W. Determinants of corporate social responsibility disclosure:an application of stakeholder theory[J]. Accounting, Organizations and Society, 1992,17(6):595-612
[101]Schouten E M J, Remme J. Making sense of corporate social responsibility in international business:experiences from Shell[J]. Business Ethics:A European Review,2006,15(4):365-379
[102]Sen S, Bhattacharya C B, Korschun D. The role of corporate social responsibility in strengthening multiple stakeholder relationships:A field experiment[J]. Journal of the Academy of Marketing Science,2006,34(2): 158-166
[103]Sen S, Bhattacharya C B. Does doing good always lead to doing better? Consumer reactions to corporate social responsibility[J]. Journal of marketing research,2001:225-243
[104]Sheldon O. The social responsibility of management, the philosophy of management:London:Sir Isaac Pitman and Sons Ltd,1924
[105]Shocker A D, Weitz B. A perspective on brand equity principles and issues [J]. Report,1988(88-104):2-4
[106]Simmons C J, Becker-Olsen K L. Achieving marketing objectives through social sponsorships[J]. Journal of Marketing,2006:154-169
[107]Smith A D. Making the case for the competitive advantage of corporate social responsibility[J]. Business Strategy Series,2007,8(3):186-195
[108]Smith N C. Corporate Social Responsibility:Not Whether, But How [J]. Center for Marketing Working Paper,2003(03-701)
[109]Srivastava R K, Shocker A D. Brand equity:a perspective on its meaning and measurement[M]Marketing Science Institute,1991.
[110]Steiner G A, Steiner J F. Business, government, and society:a managerial perspective:text and cases [M]McGraw-Hill,1994.
[111]Van de Velde E, Vermeir W, Corten F. Corporate social responsibility and financial performance [J]. Corporate Governance,2005,5(3):129-138
[112]Waldman D A, de Luque M S, Washburn N, et al. Cultural and leadership predictors of corporate social responsibility values of top management:a GLOBE study of 15 countries[J]. Journal of International Business Studies,2006, 37(6):823-837
[113]百度百科IBM[Online]. http://baike.baidu.com/view/1937.htm,2012
[114]百度文库.IBM在中国[Online], http://wenku.baidu.com/view/ eb58983d5727a5e9856a6112.html,2012
[115]百拇医药.IBM支持“十万盲人学电脑’'[Online]. http://www.100md.com/ html/DirDu/2005/06/13/28/98/35.htm,2012
[116]蔡协哲.跨国企业海外子公司企业社会责任之理论舆验证：高雄市：国立中山大学,2009
[117]曹雪飞.品牌资产与顾客品牌选择关系研究[J].商场现代化,2007(23)：119
[118]常亚平.阎俊,方琪.企业社会责任行为、产品价格对消费者购买意愿的影响研究[J].管理学报,2008(01)
[119]隙庆祥.企业责任从何而来?—自利舆利他价值观、同型压力封企业社会责任的影响：高雄县：羲守大学,2009
[120]程心瑶.企业责任报告揭露之研究：台北市：国立政治大学,2007
[121]崔金欢,符国群.产品危害事件对品牌资产变动的影响[J].南开管理评论,2002(05)：17-22
[122]戴洪萍.企业消费者责任、品牌声誉与企业的品牌资产关系研究：江西财经大学,2010
[123]鄧美玉.企业具工偷理训练对组织财务绩效之影响：员工满足之中介效果：台北市：国立臺湾科技大学,2010
[124]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000(01)：9-15
[125]方正,江明华,杨洋,等.产品伤害危机应对策略对品牌资产的影响研究——企业声誉与危机类型的调节作用[J].管理世界,2010(12)：105-118
[126]费显政,李陈微,周舒华.一损俱损还是因祸得福?——企业社会责任声誉溢出效应研究[J].管理世界,2010(04)
[127]高湘泽.道德责任的负责和免责条件——评当代西方两种道德责任归因理论[J].中国人民大学学报,2005(04)：47-53
[128]公益中国.IBM分享残疾人招聘和管理经验[Online]. http://www.pubchn.com/ articles/86547.htm,2012
[129]光明网.IBM颁发残疾大学生自强奖学金[Online]. http://www.gmw.cn/ 01 gmrb/2007-11/28/content_703137.htm,2012
[130]何庆丰.品牌声誉、品牌信任与品牌忠诚关系研究：浙江大学,2006
[131]和讯博客.IBM的广告代理——奥美[Online]. http://yeeqiu.blog.hexun.com/ 2945565 d.html,2012
[132]黄美瑶.全球产桨分工驱动下的国际人力资源运筹舆企桨社舍责任：台南市：国立成功大学,2010
[133]黄庆源.企业经理人履行企业社会责任之行为模式研究：高雄市：国立中山大孕,2005
[134]黄环瑶.公司治理舆企桨社会责任绩效关聪性-整合核心代理问题舆社舍镶嵌观点：台中市：中具大学,
[135]纪永军.IBM——以客户满意为导向[J].企业视线,2006(04)
[136]江明华,董伟民.价格促销的折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003(05)：48-56
[137]江明华,董伟民.价格促销频率对品牌资产的影响研究[J].管理世界,2003(07)：144-146
[138]康庄,石静.品牌资产、品牌认知与消费者品牌信任关系实证研究[J].华东经济管理,2011(03)：99-103
[139]柯亮群.多国籍企业公民行为与富地国消黄者认同感阴保影响之研究—受消费者本国中心倾向之干援：台北市：中国文化大学,2012
[140]雷超,卫海英.品牌资产视角的服务品牌忠诚度研究[J].中国流通经济,2011(03)：90-94
[141]黎友焕.企业社会责任研究：西北大学,2007
[142]李大林.企业社会责任行为与企业品牌权益关系的实证研究[C].中国北京：2011
[143]李国峰,邹鹏,陈涛.产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究[J].中国软科学,2008(01)：108-115
[144]李海芹,张子刚.CSR对企业声誉及顾客忠诚影响的实证研究[J].南开管理评论,2010(01)：90-98
[145]李海芹,张子刚.消费者对企业社会责任认知的实证研究[J].企业经济,2009(12)：91-94
[146]李立清.企业社会责任评价理论与实证研究：以湖南省为例[J].南方经济, 2006(01)
[147]李铜新.在经济特区实行社会责任会计的设想[J].财会通讯,1985(08)
[148]李章连.徙行销活勤、企业形象探封品牌权益舆品牌价值链之关聊性研究：新北市：国立臺北大学,2005
[149]李卫忠.IBM：成为客户导向型企业[Online]. http://www.emanu.cn,2012
[150]李新娥,彭华岗.企业社会责任信息披露与企业声誉关系的实证研究[J].经济体制改革,2010(03)：74-76
[151]李懿欣.品牌延伸对品牌资产影响的实验研究：湖南师范大学,2007
[152]李正,向锐.中国企业社会责任信息披露的内容界定、计量方法和现状研究[J].会计研究,2007(07)
[153]刘军.管理研究方法：原理与应用：北京：中国人民大学出版社,200890
[154]卢东,寇燕.基于消费者视角的企业社会责任综合解析[J].软科学,2009(03)：99-103
[155]孟晓俊,肖作平,曲佳莉.企业社会责任信息披露与资本成本的互动关系——基于信息不对称视角的一个分析框架[J].会计研究,2010(09)
[156]钱铭贵.企业探行绿色供虑链管理寅务与组织绩效关系之研究----以台湾地匾电楼电子崖业为例：台南市：国立成功大学,2007
[157]赛迪网.观念为王 沈阳鼓风机厂信息化之路[Online]. http://media.ccidnet.com /media/ciw/1216/g0801.htm,2012
[158]赛迪网.记者观察：IBM PC如何打造“金字招牌’'[Online]. http://image.ccidnet.com/news/company/2002/03/05/95_61202.html,2012
[159]商务部国际贸易经济合作研究院研究报告子站.IBM在中国[Online]. http://caitec.mofcom.gov.cn/aarticle/a/1/200408/20040800262328.html,2012
[160]搜狐.IBM“绿色中国”：把环保纳入企业业务战略和运营[Online]. http://it.sohu.com /20071210/n253916405.shtml,2012
[161]搜狐.IBM中国开展史上最大廉政风暴[Online]. http://it.sohu.com/20100617 /n272859449.shtml,2012
[162]搜狐.从“IBM中国公司”到“中国的IBM公司”[Online].http://it.sohu.com/56/96/ article15209656.shtml,2012
[163]孙晓强.品牌代言人对品牌资产的影响研究：复旦大学,2008
[164]覃育梅.科技创新推进构建和谐社会——IBM与北京联合大学特殊教育学院合作开展“无障碍教学”项目[J].互联网科技.2005(01)
[165]唐冶.品牌关系质量对品牌声誉与归因之间关系的中介作用研究：吉林大学,2010
[166]腾讯.中国企业社会责任百家优秀企业：IBM中国[Online]. http://finance.qq.com/a/20061116/000732.htm,2012
[167]涂伟鹏.企业品牌知名度与企业社会责任行为封消费者消费决策影响-以咖啡饮品产业为例：彰化县：大叶大学,2012
[168]王永贵,沈金英,石贵成,等.品牌资产如何驱动顾客关系管理绩效——基于分解法视角的实证研究[J].管理学报,2005(06)：706-711
[169]卫海英,冯伟.品牌资产生成路径：基于企业与消费者互动行为的研究视角[J].管理世界,2007(11)：164-165
[170]翁望回.企业正富性之实证研究：社会责任的观点：台北市：国立政治大学,1987
[171]夏小翠.战略性CSR对品牌资产影响的实证研究：天津大学,2010
[172]向阳,曹勇,汪凤桂.基于消费者认知度的企业社会责任行业差异性研究[J].管理学报,2010(02)：311-316
[173]新浪网.IBM中国有限公司简介[Online]. http://finance.sina.com.cn/roll/20061102/ 18433044686.shtml,2012
[174]新浪.全国企业代缴个税华为最高IBM第二[Online]. http://tech.sina.com.cn/it/ 2006-09-03/01591116824.shtml,2012
[175]徐淳厚.试论商业企业的社会责任[J].经济纵横,1987(09)
[176]徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学2008(09)：45-50
[177]徐瑞玲.企业社会责任决策及成本评估之整合方法与其在服务业之应用：桃园县：国立中央大学,2008
[178]徐尚昆，杨汝岱.企业社会责任概念范畴的归纳性分析[J].中国工业经济,2007(05)：71-79
[179]薛萌.基于品牌资产的网络品牌忠诚研究[J].商场现代化,2011(06)：74
[180]杨亚娥,刘建红.我国企业社会责任信息披露现状分析[J].财会通讯(学术版),2007(02)
[181]游辉城.企桨社会责任揭露、僵值创造和兢争力：中国的寅证：新北市：淡江大学,2012
[182]游戏爱好者.苹果K掉IBM成为年度品牌排行榜之首[Online].http://www.golue.com/news/4335.html,2012
[183]于春玲,赵平.品牌资产及其测量中的概念解析[J].南开管理评论,2003(01)：10-13
[184]袁蕴,牟涛.企业社会责任信息披露研究综述[J].财会月刊,2007(26)
[185]张彦宁.中国企业管理年鉴：北京：企业管理出版社,1990
[186]张秀霎.企业偷理与企业国际竞争力之关系兼输偷理教育训练之干攫影响—台美日在台子公司之比较：台北市：中国文化大学,2012
[187]张绪中.工会倡议劳工董事制度之寅证研究：以中华电信工舍为例：高雄市：国立中山大学,2010
[188]张元.企业社舍责任行为封财磅绩效的影响舆金控银行与独立银行的绩效比较—配封方法的应用：台北市：国立政治大学,2008
[189]郑若娟.西方企业社会责任理论研究进展——基于概念演进的视角[J].国外社会科学,2006(02)：34-39
[190]中小企业IT网.IBM：最佳产品质量奖[Online].http://www.cbismb.com/ articlehtml/20106310.htm,2012
[191]周延风,罗文恩,肖文建.企业社会责任行为与消费者响应——消费者个人特征和价格信号的调节[J].中国工业经济,2007(03)：62-69
[192]周延风,肖文建,罗文恩.企业社会责任行为对消费者关于公司声誉评价的影响[J].现代管理科学,2007(12)：56-58
[193]周祖城,张漪杰.企业社会责任相对水平与消费者购买意向关系的实证研究[J].中国工业经济,2007(09)：111-118
[194]周祖城.企业伦理学[M].清华大学出版社,2005
[2]Aaker D A. Managing brand equity:Capitalizing on the value of a brand name[M]Free Pr,1991.
[3]Agarwal M K, Rao V R. An empirical comparison of consumer-based measures of brand equity[J]. Marketing Letters,1996,7(3):237-247
[4]Aupperle K E, Carroll A B, Hatfield J D. An empirical examination of the relationship between corporate social responsibility and profitability [J]. Academy of management Journal,1985:446-463
[5]Barone M J, Norman A T, Miyazaki A D. Consumer response to retailer use of cause-related marketing:Is more fit better?[J]. Journal of Retailing,2007,83(4): 437-445
[6]Barwise P. Brand equity:snark or boojum?[J]. International Journal of Research in Marketing,1993,10(1):93-104
[7]Bassen A, Jastram S, Meyer K. Corporate Social Responsibility[J]. Zeitschrift fur Wirtschafts-und Unternehmensethik (zfwu),2005,6(2):231-236
[8]Basu K, Palazzo G. Corporate social responsibility:A process model of sensemaking[J]. The Academy of Management Review ARCHIVE,2008,33(1): 122-136
[9]Becchetti L, Ciciretti R. Corporate social responsibility and stock market performance[J]. Applied financial economics,2009,19(16):1283-1293
[10]Becker-Olsen K L, Cudmore B A, Hill R P. The impact of perceived corporate social responsibility on consumer behavior[J]. Journal of Business Research, 2006,59(1):46-53
[11]Becker-Olsen K L, Hill R P. The impact of sponsor fit on brand equity[J]. Journal of Service Research,2006,9(1):73-83
[12]Berens G, Van Riel C B M. Van Bruggen G H. Corporate associations and consumer product responses:The moderating role of corporate brand dominance[J]. Journal of Marketing,2005:35-48
[13]Berry L L. Cultivating service brand equity[J]. Journal of the Academy of Marketing Science,2000,28(1):128-137
[14]Bhattacharya C B, Sen S. Doing Better at Doing Good:When, Why and How Consumers Respond to Corporate Social Initiativcs[J]. California Management Review,2004,47(Fall):9-25
[15]Bondy K, Matten D, Moon J. Multinational corporation codes of conduct: Governance tools for corporate social responsibility?[J]. Corporate Governance: An International Review,2008,16(4):294-311
[16]Bowen H R. Social responsibility of the businessman:Harper,1953
[17]Brown T J, Dacin P A. The company and the product:corporate associations and consumer product responses[J]. The Journal of Marketing,1997:68-84
[18]Burke L, Logsdon J M. How corporate social responsibility pays off[J]. Long range planning,1996,29(4):495-502
[19]C Fornell, DF Larcker. Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research,1981,18(1): 39-50.
[20]Carroll A B. A three-dimensional conceptual model of corporate performance[J]. Academy of management review,1979:497-505
[21]Carroll A B. Corporate social responsibility[J]. Business & society,1999,38(3): 268-295
[22]Carroll A B. Social issues in management research[J]. Business & Society,1994, 33(1):5-29
[23]Carroll A B. The pyramid of corporate social responsibility:Toward the moral management of organizational stakeholders[J]. Business horizons,1991,34(4): 39-48
[24]Churchill Jr G A. A paradigm for developing better measures of marketing constructs [J]. Journal of marketing research,1979:64-73
[25]Clarkson M B E. A stakeholder framework for analyzing and evaluating corporate social performance[J]. Academy of management review,1995:92-117
[26]Crane A, Matten D, Spence L. Corporate social responsibility[J]. Recherche,2007, 67:2
[27]Creyer E H, Ross W T. The impact of corporate behavior on perceived product value[J]. Marketing Letters,1996,7(2):173-185
[28]Creyer E H. The influence of firm behavior on purchase intention:do consumers really care about business ethics?[J]. Journal of Consumer Marketing,1997, 14(6):421-432
[29]Dahlsrud A. How corporate social responsibility is defined:an analysis of 37 definitions[J]. Corporate Social Responsibility and Environmental Management, 2008,15(1):1-13
[30]Davis K. Can business afford to ignore social responsibilities?[J]. California Management Review,1960,2(3):70-77
[31]Dawkins J. Corporate responsibility:the communication challenge[J]. Journal of communication management,2005,9(2):108-119
[32]Developmen C F E. Responsibilities of Business Corporations:NewYork:1971
[33]Development C F E. Responsibilities of Business Corporations:NewYork:1971
[34]Devinney T M, Eckhardt G, Belk R. Why don't consumers behave ethically? The social construction of consumption[J]. Centre for Corporate Change, Sydney, 2006
[35]Donaldson T, Dunfee T W. Ties that bind:A social contracts approach to business ethics[M]Harvard Business Press,1999.
[36]Donaldson T, Dunfee T W. Toward a unified conception of business ethics: Integrative social contracts theory [J]. The Academy of Management Review, 1994,19(2):252-284
[37]Drumwright M E. Company advertising with a social dimension:The role of noneconomic criteria[J]. The Journal of Marketing,1996:71-87
[38]Du R, Ai S, Hu Q. Competition and cooperation between brands in a segment:an analysis based on a semi-Markov model[J]. International Journal of Services Sciences,2009,2(1):70-82
[39]Du S, Bhattacharya C B, Sen S. Maximizing business returns to corporate social responsibility (CSR):The role of CSR communication[J]. International Journal of Management Reviews,2010,12(1):8-19
[40]Ellen P S, Webb D J, Mohr L A. Building corporate associations:consumer attributions for corporate socially responsible programs[J]. Journal of the Academy of Marketing Science,2006,34(2):147-157
[41]Farquhar P. Managing brand equity [J]. Marketing Research,1989,1:24-33
[42]Folkes V S, Kamins M A. Effects of information about firms' ethical and unethical actions on consumers'attitudes[J]. Journal of Consumer Psychology, 1999,8(3):243-259
[43]Fombrun C, Shanley M. What's in a name? Reputation building and corporate strategy [J]. Academy of management Journal,1990:233-258
[44]Frankental P. Corporate social responsibility-a PR invention?[J]. Corporate Communications:An International Journal,2001,6(1):18-23
[45]Frederick W C. The growing concern over business responsibility [J]. California Management Review,1960,2(4):54-61
[46]Frederick W C. The growing concern over business responsibility [J]. California Management Review,1960,2(4):54-61
[47]Friedman M. Occupational licensure[J]. Capitalism and Freedom,1962,137
[48]Friedman M. The social responsibility of business is to increase its profits[J]. Corporate ethics and corporate governance,2007:173-178
[49]Handelman J M, Arnold S J. The role of marketing actions with a social dimension:Appeals to the institutional environment[J]. The Journal of Marketing, 1999:33-48
[50]Healy M, Ratten V, Rivers C, et al. Corporate Social Responsibility in different societies:The interplay of organisational and social context on understanding of CSR[J].2005
[51]Hoeffler S, Keller K L. Building brand equity through corporate societal marketing[J]. Journal of Public Policy & Marketing,2002:78-89
[52]Holden S J S, Lutz R J. Ask not what the brand can evoke; ask what can evoke the brand[J]. Advances in Consumer Research,1992,19(1):101-107
[53]IBM. IBM 100[Online]. http://www-31.ibm.com/ibm/cn/ibm100/main.html/list, 2012
[54]IBM. IBM大学合作部[Online]. http://www-31.ibm.com/cn/ibm/university/, 2012
[55]IBM.IBM合作项目介绍[Online]. http://www-31.ibm.com/ cn/ibm/university/about/index.shtml,2012
[56]IBM.关于IBM[Online]. http://www.ibm.com/ibm/cn/zh/,2012
[57]IBM.企业社会责任——概览[Online]. http://www-31.ibm.com/cn /corporateresponsibility/overview.shtml,2012
[58]IBM.企业社会责任——共创和谐社会同建智慧地球[Online]. http://www-31.ibm.com /cn/corporateresponsibility/,2012
[59]IBM.企业社会责任——环境[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/enviroment.shtml,2012
[60]IBM.企业社会责任——屡获殊荣[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/honor.shtml,2012
[61]IBM.企业社会责任——社区[Online]. http://www-31.ibm.com/cn/ corporateresponsibility/community.shtml,2012
[62]IBM.以客户为导向——MOT关键时刻培训[Online]. http://www-31.ibm.com/cn/ibm/ partner/ce/mgs/course/mot.shtml,2012
[63]IT168.IBM百年回顾：方便残疾人[Online], http://cio.itl 68.com/a2011/0616/ 1205/000001205397_all.shtml,2012
[64]Jenkins R. Globalization, corporate social responsibility and poverty[J]. International Affairs,2005,81(3):525-540
[65]Johnson H L. Business in contemporary society:Framework and issues[M]Wadsworth Publishing Company,1971.
[66]Keller K L. Conceptualizing, measuring, and managing customer-based brand equity [J]. The Journal of Marketing,1993:1-22
[67]Klein J, Dawar N. Corporate social responsibility and consumers'attributions and brand evaluations in a product-harm crisis[J]. International Journal of research in Marketing,2004,21(3):203-217
[68]Lai C S, Chiu C J, Yang C F, et al. The effects of corporate social responsibility on brand performance:The mediating effect of industrial brand equity and corporate reputation [J]. Journal of business ethics,2010,95(3):457-469
[69]Lantos G P. The boundaries of strategic corporate social responsibility[J]. Journal of consumer marketing,2001,18(7):595-632
[70]Lee M D P. A review of the theories of corporate social responsibility:Its evolutionary path and the road ahead[J]. International Journal of Management Reviews,2008,10(1):53-73
[71]Leonard D, Mcadam R. Corporate social responsibility[J]. Quality progress,2003, 36(10):27-33
[72]Leuthesser L, Conference M S I. Defining, Measuring, and Managing Brand Equity:A Conference Summary by[M]Marketing Science Institute,1988.
[73]Lichtenstein D R, Drumwright M E, Braig B M. The effect of corporate social responsibility on customer donations to corporate-supported nonprofits[J]. Journal of Marketing,2004:16-32
[74]Ligeti G, Oravecz A. CSR communication of corporate enterprises in Hungary [J]. Journal of business ethics,2009,84(2):137-149
[75]Lindgreen A, Swaen V. Corporate social responsibility[J]. International Journal of Management Reviews,2010,12(1):1-7
[76]Luo X, Bhattacharya C B. Corporate social responsibility, customer satisfaction, and market value[J]. Journal of marketing,2006:1-18
[77]Maignan I, Ferrell O C. Corporate social responsibility and marketing:an integrative framework[J]. Journal of the Academy of Marketing Science,2004, 32(1):3-19
[78]Manne H G, Wallich H C, Research A E I F. The modern corporation and social responsibility[M]American Enterprise Institute for Public Policy Research,1972.
[79]Matten D, Moon J. Corporate social responsibility [J]. Journal of business Ethics, 2005,54(4):323-337
[80]Mcguire J B, Sundgren A, Schneeweis T. Corporate social responsibility and firm financial performance [J]. Academy of management journal,1988:854-872
[81]Mcguire J W. Business and society[M]McGraw-Hill New York,1963.
[82]Mcwilliams A, Siegel D S, Wright P M. Corporate social responsibility:Strategic implications*[J]. Journal of Management Studies,2006,43(1):1-18
[83]Mcwilliams A, Siegel D. Corporate social responsibility and financial performance:correlation or misspecification?[J]. Strategic Management Journal, 2000,21(5):603-609
[84]Mcwilliams A, Siegel D. Corporate social responsibility:A theory of the firm perspective [J]. Academy of management review,2001:117-127
[85]Mohr L A, Webb D J, Harris K E. Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on buying behavior[J]. Journal of Consumer Affairs,2001,35(1):45-72
[86]Mohr L A, Webb D J. The effects of corporate social responsibility and price on consumer responses[J]. Journal of Consumer Affairs,2005,39(1):121147
[87]Moir L. What do we mean by corporate social responsibility?[J]. Corporate governance,2001,1(2):16-22
[88]Morsing M, Schultz M. Corporate social responsibility communication: stakeholder information, response and involvement strategies[J]. Business Ethics: A European Review,2006,15(4):323-338
[89]Nan X, Heo K. Consumer responses to corporate social responsibility (CSR) initiatives:Examining the role of brand-cause fit in cause-related marketing[J]. Journal of Advertising,2007,36(2):63-74
[90]Ness M R. Corporate social responsibility[J]. British food journal,1992,94(7): 38-44
[91]O Dwyer B. Conceptions of corporate social responsibility:the nature of managerial capture[J]. Accounting, Auditing & Accountability Journal,2003, 16(4):523-557
[92]Orlitzky M, Schmidt F L, Rynes S L. Corporate social and financial performance: A meta-analysis[J]. Organization studies,2003,24(3):403-441
[93]Osborne D, Gaebler T. Reinventing government:How the entrepreneurial spirit is transforming government[J]. Reading Mass. Adison Wesley Public Comp,1992
[94]Pava M L, Krausz J. The association between corporate social-responsibility and financial performance:The paradox of social cost[J]. Journal of Business Ethics, 1996,15(3):321-357
[95]PC6咨询.IBM百年华诞回顾24个历史里程碑[Online], http://www.pc6.com/ infoview/Article_52084_2.html,2012
[96]Pirsch J, Gupta S, Grau S L. A framework for understanding corporate social responsibility programs as a continuum:An exploratory study[J]. Journal of business ethics,2007,70(2):125-140
[97]Podnar K. Guest editorial:Communicating corporate social responsibility[J]. 2008
[98]Porter M E, Kramer M R. The link between competitive advantage and corporate social responsibility[J]. Harvard business review,2006,84(12):78-92
[99]Re F R E R, Reed D L. Stockholders and Stakeholders:A New Perspective in Corporate Governance[J]. California management review,1983,25:88-106
[100]Roberts R W. Determinants of corporate social responsibility disclosure:an application of stakeholder theory[J]. Accounting, Organizations and Society, 1992,17(6):595-612
[101]Schouten E M J, Remme J. Making sense of corporate social responsibility in international business:experiences from Shell[J]. Business Ethics:A European Review,2006,15(4):365-379
[102]Sen S, Bhattacharya C B, Korschun D. The role of corporate social responsibility in strengthening multiple stakeholder relationships:A field experiment[J]. Journal of the Academy of Marketing Science,2006,34(2): 158-166
[103]Sen S, Bhattacharya C B. Does doing good always lead to doing better? Consumer reactions to corporate social responsibility[J]. Journal of marketing research,2001:225-243
[104]Sheldon O. The social responsibility of management, the philosophy of management:London:Sir Isaac Pitman and Sons Ltd,1924
[105]Shocker A D, Weitz B. A perspective on brand equity principles and issues [J]. Report,1988(88-104):2-4
[106]Simmons C J, Becker-Olsen K L. Achieving marketing objectives through social sponsorships[J]. Journal of Marketing,2006:154-169
[107]Smith A D. Making the case for the competitive advantage of corporate social responsibility[J]. Business Strategy Series,2007,8(3):186-195
[108]Smith N C. Corporate Social Responsibility:Not Whether, But How [J]. Center for Marketing Working Paper,2003(03-701)
[109]Srivastava R K, Shocker A D. Brand equity:a perspective on its meaning and measurement[M]Marketing Science Institute,1991.
[110]Steiner G A, Steiner J F. Business, government, and society:a managerial perspective:text and cases [M]McGraw-Hill,1994.
[111]Van de Velde E, Vermeir W, Corten F. Corporate social responsibility and financial performance [J]. Corporate Governance,2005,5(3):129-138
[112]Waldman D A, de Luque M S, Washburn N, et al. Cultural and leadership predictors of corporate social responsibility values of top management:a GLOBE study of 15 countries[J]. Journal of International Business Studies,2006, 37(6):823-837
[113]百度百科IBM[Online]. http://baike.baidu.com/view/1937.htm,2012
[114]百度文库.IBM在中国[Online], http://wenku.baidu.com/view/ eb58983d5727a5e9856a6112.html,2012
[115]百拇医药.IBM支持“十万盲人学电脑’'[Online]. http://www.100md.com/ html/DirDu/2005/06/13/28/98/35.htm,2012
[116]蔡协哲.跨国企业海外子公司企业社会责任之理论舆验证：高雄市：国立中山大学,2009
[117]曹雪飞.品牌资产与顾客品牌选择关系研究[J].商场现代化,2007(23)：119
[118]常亚平.阎俊,方琪.企业社会责任行为、产品价格对消费者购买意愿的影响研究[J].管理学报,2008(01)
[119]隙庆祥.企业责任从何而来?—自利舆利他价值观、同型压力封企业社会责任的影响：高雄县：羲守大学,2009
[120]程心瑶.企业责任报告揭露之研究：台北市：国立政治大学,2007
[121]崔金欢,符国群.产品危害事件对品牌资产变动的影响[J].南开管理评论,2002(05)：17-22
[122]戴洪萍.企业消费者责任、品牌声誉与企业的品牌资产关系研究：江西财经大学,2010
[123]鄧美玉.企业具工偷理训练对组织财务绩效之影响：员工满足之中介效果：台北市：国立臺湾科技大学,2010
[124]范秀成.品牌权益及其测评体系分析[J].南开管理评论,2000(01)：9-15
[125]方正,江明华,杨洋,等.产品伤害危机应对策略对品牌资产的影响研究——企业声誉与危机类型的调节作用[J].管理世界,2010(12)：105-118
[126]费显政,李陈微,周舒华.一损俱损还是因祸得福?——企业社会责任声誉溢出效应研究[J].管理世界,2010(04)
[127]高湘泽.道德责任的负责和免责条件——评当代西方两种道德责任归因理论[J].中国人民大学学报,2005(04)：47-53
[128]公益中国.IBM分享残疾人招聘和管理经验[Online]. http://www.pubchn.com/ articles/86547.htm,2012
[129]光明网.IBM颁发残疾大学生自强奖学金[Online]. http://www.gmw.cn/ 01 gmrb/2007-11/28/content_703137.htm,2012
[130]何庆丰.品牌声誉、品牌信任与品牌忠诚关系研究：浙江大学,2006
[131]和讯博客.IBM的广告代理——奥美[Online]. http://yeeqiu.blog.hexun.com/ 2945565 d.html,2012
[132]黄美瑶.全球产桨分工驱动下的国际人力资源运筹舆企桨社舍责任：台南市：国立成功大学,2010
[133]黄庆源.企业经理人履行企业社会责任之行为模式研究：高雄市：国立中山大孕,2005
[134]黄环瑶.公司治理舆企桨社会责任绩效关聪性-整合核心代理问题舆社舍镶嵌观点：台中市：中具大学,
[135]纪永军.IBM——以客户满意为导向[J].企业视线,2006(04)
[136]江明华,董伟民.价格促销的折扣量影响品牌资产的实证研究[J].北京大学学报(哲学社会科学版),2003(05)：48-56
[137]江明华,董伟民.价格促销频率对品牌资产的影响研究[J].管理世界,2003(07)：144-146
[138]康庄,石静.品牌资产、品牌认知与消费者品牌信任关系实证研究[J].华东经济管理,2011(03)：99-103
[139]柯亮群.多国籍企业公民行为与富地国消黄者认同感阴保影响之研究—受消费者本国中心倾向之干援：台北市：中国文化大学,2012
[140]雷超,卫海英.品牌资产视角的服务品牌忠诚度研究[J].中国流通经济,2011(03)：90-94
[141]黎友焕.企业社会责任研究：西北大学,2007
[142]李大林.企业社会责任行为与企业品牌权益关系的实证研究[C].中国北京：2011
[143]李国峰,邹鹏,陈涛.产品伤害危机管理对品牌声誉与品牌忠诚关系的影响研究[J].中国软科学,2008(01)：108-115
[144]李海芹,张子刚.CSR对企业声誉及顾客忠诚影响的实证研究[J].南开管理评论,2010(01)：90-98
[145]李海芹,张子刚.消费者对企业社会责任认知的实证研究[J].企业经济,2009(12)：91-94
[146]李立清.企业社会责任评价理论与实证研究：以湖南省为例[J].南方经济, 2006(01)
[147]李铜新.在经济特区实行社会责任会计的设想[J].财会通讯,1985(08)
[148]李章连.徙行销活勤、企业形象探封品牌权益舆品牌价值链之关聊性研究：新北市：国立臺北大学,2005
[149]李卫忠.IBM：成为客户导向型企业[Online]. http://www.emanu.cn,2012
[150]李新娥,彭华岗.企业社会责任信息披露与企业声誉关系的实证研究[J].经济体制改革,2010(03)：74-76
[151]李懿欣.品牌延伸对品牌资产影响的实验研究：湖南师范大学,2007
[152]李正,向锐.中国企业社会责任信息披露的内容界定、计量方法和现状研究[J].会计研究,2007(07)
[153]刘军.管理研究方法：原理与应用：北京：中国人民大学出版社,200890
[154]卢东,寇燕.基于消费者视角的企业社会责任综合解析[J].软科学,2009(03)：99-103
[155]孟晓俊,肖作平,曲佳莉.企业社会责任信息披露与资本成本的互动关系——基于信息不对称视角的一个分析框架[J].会计研究,2010(09)
[156]钱铭贵.企业探行绿色供虑链管理寅务与组织绩效关系之研究----以台湾地匾电楼电子崖业为例：台南市：国立成功大学,2007
[157]赛迪网.观念为王 沈阳鼓风机厂信息化之路[Online]. http://media.ccidnet.com /media/ciw/1216/g0801.htm,2012
[158]赛迪网.记者观察：IBM PC如何打造“金字招牌’'[Online]. http://image.ccidnet.com/news/company/2002/03/05/95_61202.html,2012
[159]商务部国际贸易经济合作研究院研究报告子站.IBM在中国[Online]. http://caitec.mofcom.gov.cn/aarticle/a/1/200408/20040800262328.html,2012
[160]搜狐.IBM“绿色中国”：把环保纳入企业业务战略和运营[Online]. http://it.sohu.com /20071210/n253916405.shtml,2012
[161]搜狐.IBM中国开展史上最大廉政风暴[Online]. http://it.sohu.com/20100617 /n272859449.shtml,2012
[162]搜狐.从“IBM中国公司”到“中国的IBM公司”[Online].http://it.sohu.com/56/96/ article15209656.shtml,2012
[163]孙晓强.品牌代言人对品牌资产的影响研究：复旦大学,2008
[164]覃育梅.科技创新推进构建和谐社会——IBM与北京联合大学特殊教育学院合作开展“无障碍教学”项目[J].互联网科技.2005(01)
[165]唐冶.品牌关系质量对品牌声誉与归因之间关系的中介作用研究：吉林大学,2010
[166]腾讯.中国企业社会责任百家优秀企业：IBM中国[Online]. http://finance.qq.com/a/20061116/000732.htm,2012
[167]涂伟鹏.企业品牌知名度与企业社会责任行为封消费者消费决策影响-以咖啡饮品产业为例：彰化县：大叶大学,2012
[168]王永贵,沈金英,石贵成,等.品牌资产如何驱动顾客关系管理绩效——基于分解法视角的实证研究[J].管理学报,2005(06)：706-711
[169]卫海英,冯伟.品牌资产生成路径：基于企业与消费者互动行为的研究视角[J].管理世界,2007(11)：164-165
[170]翁望回.企业正富性之实证研究：社会责任的观点：台北市：国立政治大学,1987
[171]夏小翠.战略性CSR对品牌资产影响的实证研究：天津大学,2010
[172]向阳,曹勇,汪凤桂.基于消费者认知度的企业社会责任行业差异性研究[J].管理学报,2010(02)：311-316
[173]新浪网.IBM中国有限公司简介[Online]. http://finance.sina.com.cn/roll/20061102/ 18433044686.shtml,2012
[174]新浪.全国企业代缴个税华为最高IBM第二[Online]. http://tech.sina.com.cn/it/ 2006-09-03/01591116824.shtml,2012
[175]徐淳厚.试论商业企业的社会责任[J].经济纵横,1987(09)
[176]徐玖平,朱洪军.赛事赞助对企业品牌资产影响的实证研究[J].体育科学2008(09)：45-50
[177]徐瑞玲.企业社会责任决策及成本评估之整合方法与其在服务业之应用：桃园县：国立中央大学,2008
[178]徐尚昆，杨汝岱.企业社会责任概念范畴的归纳性分析[J].中国工业经济,2007(05)：71-79
[179]薛萌.基于品牌资产的网络品牌忠诚研究[J].商场现代化,2011(06)：74
[180]杨亚娥,刘建红.我国企业社会责任信息披露现状分析[J].财会通讯(学术版),2007(02)
[181]游辉城.企桨社会责任揭露、僵值创造和兢争力：中国的寅证：新北市：淡江大学,2012
[182]游戏爱好者.苹果K掉IBM成为年度品牌排行榜之首[Online].http://www.golue.com/news/4335.html,2012
[183]于春玲,赵平.品牌资产及其测量中的概念解析[J].南开管理评论,2003(01)：10-13
[184]袁蕴,牟涛.企业社会责任信息披露研究综述[J].财会月刊,2007(26)
[185]张彦宁.中国企业管理年鉴：北京：企业管理出版社,1990
[186]张秀霎.企业偷理与企业国际竞争力之关系兼输偷理教育训练之干攫影响—台美日在台子公司之比较：台北市：中国文化大学,2012
[187]张绪中.工会倡议劳工董事制度之寅证研究：以中华电信工舍为例：高雄市：国立中山大学,2010
[188]张元.企业社舍责任行为封财磅绩效的影响舆金控银行与独立银行的绩效比较—配封方法的应用：台北市：国立政治大学,2008
[189]郑若娟.西方企业社会责任理论研究进展——基于概念演进的视角[J].国外社会科学,2006(02)：34-39
[190]中小企业IT网.IBM：最佳产品质量奖[Online].http://www.cbismb.com/ articlehtml/20106310.htm,2012
[191]周延风,罗文恩,肖文建.企业社会责任行为与消费者响应——消费者个人特征和价格信号的调节[J].中国工业经济,2007(03)：62-69
[192]周延风,肖文建,罗文恩.企业社会责任行为对消费者关于公司声誉评价的影响[J].现代管理科学,2007(12)：56-58
[193]周祖城,张漪杰.企业社会责任相对水平与消费者购买意向关系的实证研究[J].中国工业经济,2007(09)：111-118
[194]周祖城.企业伦理学[M].清华大学出版社,2005
© 2004-2018 中国地质图书馆版权所有 京ICP备05064691号 京公网安备11010802017129号 地址：北京市海淀区学院路29号 邮编：100083 电话：办公室：(+86 10)66554848；文献借阅、咨询服务、科技查新：66554700 |