中文摘要：

从企业社会责任的表现，到消费者对企业履行社会责任的感知，再到品牌资产的建立，以及企业因提升品牌资产的需求进而更加积极的承担社会责任是一个复杂的过程。通过对744位有效被访者的问卷调查，证实企业社会责任表现对品牌资产有显著正向影响作用，消费者的CSR体验完全中介了企业社会责任表现与品牌资产中的品牌独特性、品牌联想之间的关系，部分中介了企业社会责任表现与忠诚度、美誉度、支付溢价、满意度、品牌延伸、品牌关系的关系。消费者儒家价值观调节了消费者的企业社会责任体验与品牌资产中的美誉度、支付溢价、品牌独特性、品牌延伸、品牌关系的关系。研究为企业履行社会责任与提升品牌资产提供一个更为清晰的互动关系图谱，为设置基于消费者响应的企业社会责任与品牌资产互动培育机制提供理论支持，对推动营销范式从产品营销向社会营销的发展以及推行更为具体化的善因营销具有一定的理论意义。打造“有情有义”的产品品牌往往成为“责任型”消费者的内在需求，培育企业社会责任与培育“责任型”消费者同样重要。

英文摘要：

From the performance of corporation social responsibility, to consumer experience of corporation social responsibility, and then to the establishment of brand assets, and to promote the brand enterprise in the asset demand and more positive social responsibility, it is a complicated process. Through questionnaire research by 744 valid respondents, it confirmed that corporate social responsibility performance has significantly positive effects on brand assets, consumer experience of CSR completely intermediat the relation between corporate social responsibility performance and brand uniqueness / brand legend, partial intermediat the relation between corporate social responsibility performance and loyalty / reputation / premium / satisfaction / brand extends / brand relationship. Confucian values of the consumer adjust the relationship between consumer experience of CSR and brand reputation / premium / brand uniqueness / brand extension / brand relationship. This research provide a more clear interaction map of the relationship between corporation social responsibility and brand assets. It has theoretical significance of promoting the marketing paradigm from product marketing to social marketing, and promoting the development of more specific good certain marketing. Creating ＂sentient beings have righteousness＂ product brand often be ＂responsible＂ consumer intrinsic demand, cultivating the social responsibility of the enterprise and cultivating the ＂responsible＂ consumers has the same importance.