环境不确定下的营销投入、企业社会责任与企业声誉的关系研究

摘要/Abstract

摘要： 本文以2014—2017年中国A股制造业上市公司为研究对象，基于信号传递理论、利益相关者理论和资源依赖理论，实证研究了营销投入与企业声誉的关系，以及企业社会责任和环境不确定性对上述二者之间关系的调节作用。研究结果表明：增加营销投入能够显著提升企业声誉，企业社会责任和环境不确定性对“营销投入—企业声誉”的关系均具有显著的正向调节作用；进一步研究发现，环境不确定性越高，企业社会责任对“营销投入—企业声誉”关系的调节作用越强。

关键词: 环境不确定性, 营销投入, 企业社会责任, 企业声誉

Abstract: By using China's A-share listed manufacturing companies over the period of 2014-2017 as the research object, based on the theory of signal transmission, stakeholder theory and resource dependence theory, this paper discusses the relationship between marketing investment and corporate reputation, and the impact of corporate social responsibility and environmental uncertainty on this relationship. The research results show that marketing investment can significantly enhance the reputation of the company. Corporate social responsibility and environmental uncertainty both positively moderate the relationship between marketing investment and corporate reputation. Further research shows that the higher the environmental uncertainty is, the more strongly the corporate social responsibility can moderate the relationship between marketing investment and corporate reputation.

Key words: environmental uncertainty, marketing investment, corporate social responsibility, corporate reputation

刘艳博, 耿修林. 环境不确定下的营销投入、企业社会责任与企业声誉的关系研究[J]. 管理评论, 2021, 33(10): 159-170.

Liu Yanbo, Geng Xiulin. Research on the Relationship between Marketing Investment, Corporate Social Responsibility and Corporate Reputation under Uncertain Environment[J]. Management Review, 2021, 33(10): 159-170.

参考文献

[1] Bickerton D. Corporate Reputation Versus Corporate Branding:The Realist Debate[J]. Corporate Communications, 2000,5(1):42-48
[2] Berrone P., Surroca J., Tribo J. A. Corporate Ethical Identity as a Determinant of Firm Performance[J]. Journal of Business Ethics, 2015,76(1):35-53
[3] Fukukawa K., Balmer J. M. T., Gray E. R. Mapping the Interface between Corporate Identity, Ethics and Corporate Social Responsibility[J]. Journal of Business Ethics, 2007,76(1):1-5
[4] Keller K. L. Strategic Brand Managment:Building, Measuring, and Managing Brand Equity[J]. Journal of Consumer Marketing, 2008,17(3):263-272
[5] Fombrun C. J. Reputation, Realizing Value from Corporate Image[M]. Boston:Harvard Business School Press, 1996
[6] 徐双庆. 经济学和管理学声誉研究对比——企业声誉研究述评[J]. 天津大学学报(社会科学版), 2010,12(3):208-214
[7] Milgrom P., Roberts J. Predation, Reputation, and Entry Deterrence[J]. Journal of Economic Theory, 1980,27(2):280-312
[8] Greyser, Stephen A. Advancing and Enhancing Corporate Reputation[J]. Corporate Communications:An International Journal, 1999,4(4):177-181
[9] Heugens P. P. M. A. R. Fame & Fortune:How Successful Companies Build Winning Reputations[J]. Corporate Reputation Review, 2004,6(4):390-395
[10] Rose C., Thomsen S. The Impact of Corporate Reputation on Performance:Some Danish Evidence[J]. European Management Journal, 2004,22(2):201-210
[11] Brammer S. J., Pavelin S. Corporate Reputation and Social Performance:The Importance of Fit[J]. Journal of Management Studies, 2010,43(3):435-455
[12] Gardberg N. A., Fombrun C. J. Corporate Citizenship:Creating Intangible Assets across Institutional Environments[J]. Academy of Management Review, 2006,31(2):329-346
[13] 李延喜,吴笛,肖峰雷,等. 声誉理论研究述评[J]. 管理评论, 2010,22(10):3-11
[14] 闫永海. 女性董事能提高企业声誉吗?——基于中国A股公司的经验证据[C]. 广州:第九届中国管理学年会, 2014
[15] 孔龙,朱薇. 企业声誉影响因素的实证研究——基于A股上市公司的经验数据[J]. 商业会计, 2014,39(6):5-7
[16] Fombrun C., Shanley M. What's in a Name? Reputation Building and Corporate Strategy[J]. Academy of Management Journal, 1990,33(2):233-258
[17] Iyer G. R., Dunn G. Some Considerations on the Links between Marketing Strategy and Corporate Reputation[C]. Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2015
[18] Nikabadi M. S., Safui M. A., Agheshlouei H. Role of Advertising and Promotion in Brand Equity Creation[J]. Journal of Promotion Management, 2015,21(1):13-32
[19] Shapiro C. Premiums for High Quality Products as Returns to Reputations[J]. The Quarterly Journal of Economics, 1983,98(4):659-680
[20] Hutton J. G., Goodman M. B., Alexander J. B., et al. Reputation Management:The New Face of Corporate Public Relations[J]. Public Relations Review, 2001,27(3):247-261
[21] Bravo R., Fraj A. E., Martínez S. E. Family as a Source of Consumer-based Brand Equity[J]. Journal of Product & Brand Management, 2007,16(3):188-199
[22] Kotha S., Rajgopal S., Rindova V. Reputation Building and Performance:An Empirical Analysis of the Top-50 Pure Internet Firms[J]. European Management Journal, 2001,19(6):571-586
[23] Kim J. H., Hyun Y. J. A Model to Investigate the Influence of Marketing-mix Efforts and Corporate Image on Brand Equity in the IT Software Sector[J]. Industrial Marketing Management, 2011,40(3):424-438
[24] Buil I., Chernatony L. D., Martínez E. Examining the Role of Advertising and Sales Promotions in Brand Equity Creation[J]. Journal of Business Research, 2013,66(1):115-122
[25] Montaner T., Pina J. M. Extending the Brand:Controllable Drivers of Feedback Effects[J]. Journal of Product & Brand Management, 2009,18(18):394-403
[26] Barnett M. L., Jermier J. M., Lafferty B. A. Corporate Reputation:The Definitional Landscape[J]. Corporate Reputation Review, 2006,9(1):26-38
[27] 齐丽云,李腾飞,郭亚楠. 企业社会责任对企业声誉影响的实证研究——基于战略选择的调节作用[J]. 科研管理, 2017,38(7):117-127
[28] 李昕宸,袁勤俭,沈洪洲,等. 消费者视角的电子商务企业声誉测度研究[J]. 软科学, 2016,30(11):127-130
[29] Dollinger M. J., Golden P. A., Saxton T. The Effect of Reputation on the Decision to Joint Venture[J]. Strategic Management Journal, 1997,18(2):127-140
[30] Gray E. R., Balmer J. M. T. Managing Corporate Image and Corporate Reputation[J]. Journal of Marketing Management, 1998,14(8):963-996
[31] Deephouse D. L., Carter S. M. An Examination of Differences between Organizational Legitimacy and Organizational Reputation[J]. Journal of Management Studies, 2005,42(2):329-360
[32] 贾兴平,刘益. 外部环境、内部资源与企业社会责任[J]. 南开管理评论, 2014,17(6):13-18
[33] Highhouse S., Broadfoot A., Yugo J. E., et al. Examining Corporate Reputation Judgments with Generalizability Theory[J]. Journal of Applied Psychology, 2009,94(3):782-789
[34] Pérez A. Corporate Reputation and CSR Reporting to Stakeholders[J]. Corporate Communications an International Journal, 2015,20(1):11-29
[35] Pomering A., Johnson L. W. Advertising Corporate Social Responsibility Initiatives to Communicate Corporate Image[J]. Corporate Communications, 2009,14(4):420-439
[36] 钱丽华,刘春林,丁慧. 慈善捐赠、广告营销与企业绩效——基于消费者认知视角的分析[J]. 软科学, 2015,32(8):97-100
[37] Sen S., Bhattacharya C. B. Does Doing Good Always Lead to Doing Better[J]. Journal of Marketing Research, 2001,38(2):225-243
[38] Minor D., Morgan J. CSR as Reputation Insurance:Primum Non Nocere[J]. California Management Review, 2011,53(3):40-59
[39] 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, 2010,13(1):90-98
[40] 刘远,周祖城,Yuan L.,等. 员工感知的企业社会责任、情感承诺与组织公民行为的关系——承诺型人力资源实践的跨层调节作用[J]. 管理评论, 2015,27(10):118-127
[41] 顾雷雷,欧阳文静. 慈善捐赠、营销能力和企业绩效[J]. 南开管理评论, 2017,20(2):94-107
[42] Cevahir U., Rachna K., Halil S.K., et al. The Impact of Environmental Uncertainty Dimensions on Organizational Innovativeness:An Empirical Study on SMEs[J]. International Journal of Innovation Management, 2012,16(2):1-23
[43] Lueg R., Borisov B. G. Archival or Perceived Measures of Environmental Uncertainty? Conceptualization and New Empirical Evidence[J]. European Management Journal, 2014,32(4):658-671
[44] 朱华伟,涂荣庭,靳菲. 好事是否要做到底:企业停止承担社会责任后公众的态度变化[J]. 南开管理评论, 2014,17(6):4-12
[45] 李大元. 企业环境不确定性研究及其新进展[J]. 管理评论, 2010,22(11):81-87
[46] Qian C., Gao X., Tsang A. Corporate Philanthropy, Ownership Type, and Financial Transparency[J]. Journal of Business Ethics, 2015,130(4):851-867
[47] Brammer S., Millington A. Corporate Reputation and Philanthropy:An Empirical Analysis[J]. Journal of Business Ethics, 2005,61(1):29-44
[48] Barnett M. L., Salomon R. M. Beyond Dichotomy:The Curvilinear Relationship between Social Responsibility and Financial Performance[J]. Strategic Management Journal, 2006,27(11):1101-1122
[49] 周丽萍,陈燕,金玉健. 企业社会责任与财务绩效关系的实证研究——基于企业声誉视角的分析解释[J]. 江苏社会科学, 2016,37(3):95-102
[50] 李乾杰,尹士. 企业社会责任、广告投入与企业价值的关系——以农业上市公司为样本[J]. 中国农业大学学报, 2015,20(4):281-287
[51] Ghosh D., Olsen L. Environmental Uncertainty and Managers' Use of Discretionary Accruals[J]. Accounting Organizations & Society, 2009,34(2):188-205
[52] 崔登峰,邵伟. 企业社会责任、营销能力与企业绩效——基于环境不确定性的调节[J]. 经济与管理研究, 2018,39(7):134-144