中文摘要：

本文运用实验研究方法,操控企业社会责任水平和企业能力水平,来探讨它们对品牌资产的影响。研究结果表明：企业社会责任和企业能力都是影响品牌资产的重要外部线索,消费者对大公司的责任承担抱有更高的期望,以及企业社会责任信息的基于效价的不对称现象。本文进一步指出了其管理含义,为企业如何从事社会责任营销提供了理论指导。

英文摘要：

This paper uses experiment research, manipulating corporate social responsibility and corporate ability, researching their influence on brand equity. The results of data analysis indicate corporate social responsibility and corporate ability influence brand equity positively and consumers have higher expectation for multi-national corporate and valence-based asymmetry of corporate social responsibility information.