Research on the relationship between corporate social responsibility and brand equity — From the perspective of consumer cognition

In accordance with information processing theory, the outside information influenced individual cognitive, and then affecting the individual evaluation and behavior. However, the academic circles have neglected the psychological reactions of consumers, this study build the conceptual model of relationship between corporate social responsibility and brand equity, consumers´ emotional and rational cognition as mediating variables. Meanwhile, using structural equation methods to test the relationships between the dimensions of corporate social responsibility and brand equity, and mediating effects. The results showed that, corporate environmental responsibility influenced brand equity directly, and meanwhile indirectly through perceived quality; Community responsibility affected brand equity indirectly through perceived quality; Consumer responsibility had an impact on brand equity directly and indirectly through perceived quality.