中文摘要：

近年来品牌丑闻频发,其带来的负面影响仅通过短期应对策略无法消除,因为丑闻的根源是社会责任缺失所致,因此从社会责任视角修复丑闻品牌形象已成为现实问题和理论问题.文章基于归因理论,运用实验法探究丑闻后慈善捐助对品牌形象的修复机理.研究结果显示：品牌丑闻发生后慈善捐助确实对品牌形象具有修复作用;慈善捐助的匹配度越高,对品牌形象的修复效果越好;另外消费者对慈善捐助活动的利他性动机认知起中介作用,消费者对丑闻后品牌质量的感知起正向调节作用.

英文摘要：

In recent years, the brand scandals are frequent and its negative impact cannot be eliminated only through short-termcoping strategies because its root is the lack of corporate social responsibility. From the perspective of social responsibility, brandimage repair has become a reality and a theoretical problem. Based on the attribution theory, using the experimental method, thispaper explores the repair mechanisms of charitable donations on brand image in scandal. The results show that ： charitable donationsdid have repair effects on brand image after brand scandal; more fitness of charitable contributions will lead to better restoration;consumer awareness of altruistic motives for charitable contributions mediates repair effects, and perceived product quality positivelymoderates renewal effects.