海南大学硕士学位论文
国际品牌与本土品牌的跨国慈善行为对来源国消费者评价的影响——基于合理性的视角
摘要
跨国慈善行为是影响消费者对品牌评价的重要手段，如何发挥好跨国慈善的作用
是品牌发展经营的重要问题。目前为止，对于品牌跨国慈善行为的研究主要集中于东
道国消费者的视角，缺失了对来源国消费者视角的研究，同时，对跨国慈善中品牌内
在属性的作用也缺乏关注。因此，本研究提出，品牌国际化程度作为品牌跨国慈善行
为中最重要的内在属性，会影响跨国慈善后消费者的品牌评价。
本研究基于来源国消费者的视角，结合合理性相关理论，通过两个情景实验的研
究检验，探究了不同国际化程度的品牌实施跨国慈善行为对来源国消费者的品牌评价
的影响效果，主要得出三个结论：
第一，不同国际化程度的品牌实施跨国慈善行为会产生不一样的效果，具体而言，
相比于国际化程度低的品牌，国际化程度高的品牌进行跨国慈善得到的来源国消费者
评价更高。
第二，合理性中介了跨国慈善对来源国消费者评价的影响。具体而言，认知合理
性与道德合理性中介于不同国际化程度的品牌的跨国慈善行为对来源国消费者品牌
评价的影响。
第三，目的地灾害的尖锐度调节了品牌跨国慈善行为对消费者品牌评价的影响，
具体而言，在事件尖锐度高的情景下，国际化程度低的品牌进行跨国慈善，会得到更
高的道德合理性和认知合理性，最终产生更高的消费者评价；而事件尖锐度低的情景
下，国际化程度高的品牌会获得更高的认知合理性和道德合理性，最终产生更高的消
费者评价。因此，针对不同类型的灾害，各品牌应采取不同的跨国慈善策略。
本研究丰富了品牌跨国慈善的相关理论，尤其在品牌跨国慈善行为对来源国消费
者的影响方面有突出贡献；同时通过情景实验的方式验证了品牌跨国慈善行为对来源
国消费者合理性感知的重要作用，在此基础上提出的品牌战略营销管理建议具有一定
的实际意义。
关键词：跨国慈善；合理性；国际化程度；本土品牌；国际品牌；事件尖锐度
海南大学硕士学位论文
Abstract
Transnational Philanthropy is an important tool to influence consumers' evaluation of
brands, and how to play the role of transnational philanthropy well is an important issue for
brand development and management. So far, studies on brands' transnational Philanthropy
have mainly focused on the perspective of consumers in the host country, missing the
research on the perspective of consumers in the source country. This study suggests that the
degree of brand internationalization, the most important intrinsic attribute in a brand's
cross-board philanthropic behavior, affects thebrand evaluation of consumers after
cross-board philanthropy.
Based on the perspective of source country consumers and combined with theories
related to legitimacy, this study explores the impact of transnational philanthropy of brands
with different degrees of internationalization on the brand evaluation of source country
consumers through a research test of two scenario experiments, and draws three main
conclusions.
First, the impact of cross-board philanthropy on consumers differs across brands with
different degrees of internationalization; specifically, brandswith higher degrees of
internationalization receive higher local consumer evaluations for engaging in cross-board
philanthropy compared to brands with lower degrees of internationalization.
Second, legitimacy mediates the impact of transnational philanthropy on consumer
evaluations in the source country. Specifically, cognitive legitimacy and moral legitimacy
mediate the impact of transnational philanthropy by international and local brands on local
consumer evaluations.
Third, event acuteness moderates the impact of brands' transnational philanthropic
behavior on consumer brand evaluations; specifically, inscenarios with high event
acuteness, brands with low internationalization receive higher moral legitimacy and
cognitive legitimacy when they engage in transnational philanthropy, ultimately generating
higher consumer evaluations; while in scenarios with low event acuteness, brands with
high internationalization receive higher cognitive legitimacy and moral legitimacy, and
ultimately generate higher consumer ratings. Therefore, brands should adopt different
response strategies for different types of events.
This study enriches the theories related to brand cross-board philanthropy, especially
in terms of the impact of brand cross-board philanthropy on consumers in the source
countries, and verifies the important role of brand cross-board philanthropy on consumers'
perception of rationality and brand evaluation in the source countries by means of
empirical analysis.
Keywords: Cross-Border Philanthropy; Legitimacy; Local Brand; International Brand;
Issue Acuteness