中文摘要：

本文立足本土文化，探讨消费者对全国品牌和地方品牌跨地域慈善行为的评价。通过实验研究，检验了品牌与慈善行为的地域不一致信息，将对消费者产生负面的品牌评价。原因一方面在于：不一致信息会让消费者产生伪善感知；另一方面在于：消费者会对（跨）地域性慈善行为产生“（道义）情义”感知。具体而言，消费者对全国（地方）品牌（跨）地域性慈善行为会产生“（伪道义）伪情义”感知。但在社会危机情境下（如自然灾害）该结论将被扭转。

英文摘要：

This paper, based on local culture, discussed consumer＇s evaluation on regional inconsistency charities by national and local brands, and tested the inconsistent information about brand with local charitable acts ,which will make customers have a negative brand evaluation. The reason is that on the one hand,Inconsistent information makes consumers perceive hypocrisy. On the other hand, customers will perceive （daoyi）qingyi about （cross-）regional charities. Specificly, customers will perceive hypocritical （daoyl） qingyi about （cross-）regional charities by national （local） brands. But in the context of social crisis, such as natural disasters, the conclusion is reversed.