摘要
伴随品牌国际化经营发展的需要，企业可将跨国慈善活动作为一种战略营销行为，
由此提升品牌在东道国市场的竞争优势。已有大量研究从合法性感知、品牌认同、品
牌形象联想、道德情感等方面证明了东道国消费者将对品牌跨国慈善行为做出正面评
价，进而提升品牌在东道国消费者中的评价。然而，品牌跨国慈善行为经常面临着帮
助东道国而缺乏本土消费者支持的新挑战,如来源国消费者对实施跨国慈善捐赠的品
牌进行批评甚至抵制。原有研究大多基于东道国视角，不再适用于分析本国消费者对
品牌跨国慈善行为的评价；同时，能够转变视角探讨本国消费者对品牌跨国慈善行为
评价的研究又为数不多。所以，解决“帮助外人如何才能得到自己人支持”的问题，
是提升品牌跨国慈善行为对本国消费者影响效果的现实需要，也是创新跨国慈善营销
理论的重要机会。
本研究提出，来源国消费者对跨国慈善行为的评价差异是由于受到不同社会价值
观导向的影响。自我超越价值观侧重于对他人福祉的关注，而自我提升价值观追求对
他人和资源的控制，所以相比于自我超越价值观导向的来源国消费者，自我提升价值
观导向的来源国消费者会对品牌跨国慈善行为做出较负面的评价。同时，本研究以中
国文化中的差序格局为视角提出差序公正感知在其中的作用机制，并指出事件突发性
所起到的边界作用。
本文将通过两个实验研究对以上问题展开论证。实验一检验消费者社会价值观导
向对品牌跨国慈善行为评价的影响及差序公正感知的中介作用；实验二检验事件突发
性如何扭转自我提升价值观导向消费者对品牌评价的负面影响。结果显示，（1）当
品牌进行跨国慈善时，与自我超越价值观导向的来源国消费者相比，自我提升价值观
导向的来源国消费者会对品牌跨国慈善行为做出更负面的评价，并由差序公正感知中
介。具体而言，在品牌跨国慈善中自我提升(vs.自我超越)价值观导向的来源国消费者
将产生更低的差序公正感知,进而表现出更低的品牌评价。（2）考虑到跨国慈善事
件突发性的具体情境，当事件为突发事件时，自我提升价值观导向的来源国消费者差
序公正感知将提高，进而减弱对品牌的负面评价，与自我超越价值观导向的消费者无
显著差异；当事件为常态事件时，来源国消费者则不会扭转品牌评价。
本研究将中国本土文化的差序格局引入跨国慈善营销领域，丰富了跨国慈善营销
理论，并为提升品牌跨国慈善行为对本国消费者的营销绩效提供了相应的管理启示。
关键词：跨国慈善；差序公正；社会价值观导向；事件突发性
Abstract
Along with the development of international brand management, enterprises can use
cross-border philanthropic activities as a strategic marketing behavior to enhance the
competitive advantageof thebrand inthe hostmarket. Numerousstudies have
demonstrated that host-country consumers will evaluate branded cross-border philanthropy
positively in terms of perceived legitimacy, brand identity, brand image association, and
moral sentiment, which in turn will enhance host-country consumers' positive evaluation of
the brand. However, brands often face the new challenge of helping the host country and
losing the support of consumers in the home country, such as criticism and even boycotts
by consumers in the source country of the brand that has made a cross-border charitable
donation. Most of the existing studies are based on the perspective of the host country,
which is no longer applicable to analyzing the evaluation of brand philanthropy by
domestic consumers; at the same time,there are few studies that can change the
perspective to explore the evaluation of brand philanthropy by home country consumers.
Therefore, solving the problem of "how to help outsiders in order to get insiders support" is
a realistic need to improve the effect of brand philanthropy on home country consumers,
and an important opportunityto innovate the theory of transnationalphilanthropic
marketing.
This study proposes that the differences in home country consumers' evaluations of
transnational philanthropic behavior are due to the influence of different social values
orientations. Self-transcendence values focus on concern for the well-being of others,
while self-enhancement values seek control over others and resources, so self-enhancement
values-oriented home country consumers will evaluate branded transnational philanthropic
behavior more negatively than self-transcendence values-oriented home country consumers.
At the same time, this study proposes the mechanism of the role of differential justice
perception in it through the lens of the differential order pattern in Chinese culture, and
points out the boundary role played by the suddenness of events.
This paper will demonstrate the above issues through two experimental studies.
Experiment 1 examines the impact of consumers' social value orientation on brand
evaluations of cross-border philanthropic behavior and the mediating role of perceptions of
differential justice; Experiment 2 examines how event acuteness reverses the negative
impact of self-enhancement value-oriented consumers' evaluations of brands. The results
show that (1) when brands engage in cross-border philanthropy, home country consumers
with self-enhancement values orientation will evaluate brand cross-border philanthropy