中文摘要：

结合社会规范理论，提出CSR行为偏离概念，并将其划分为超规范行为和低规范行为。从本土消费者视角，采用实验方法，研究不同来源国CSR行为偏离对品牌形象的影响过程和机制。结果发现：在消费者情感和认知反应两个方面，CSR超／低规范行为均存在利弊的两面性；并且在对品牌形象评价过程中，情感胜于认知，起着主导作用。而品牌来源国在CSR行为偏离－消费者情感和认知反应－品牌形象的评价过程中，起着显著的调节作用。

英文摘要：

Combining with social norms theory , this paper put forward the concept of CSR behavior deviation , and be divided into over/under-conformity behavior .From local consumers＇perspective , adopting the experiment method , researched the in-fluence process and mechanism of corporate which from different countries social responsibility behavior deviation on brand image.The results show that in the two aspects of consumer emotion and cognitive responses , CSR over/under-conformity behavior exist pros and cons .In the evaluation process on brand image , the emotion is better than cognitive , plays a leading role.Brand origin country played a significant moderation role in CSR behavior deviation -consumer emotions and cognitive responses-brand image evaluation process .