Influences of Corporation Social Responsibility on Consumers' Brand Evaluations in Product-harm Crises

Corporation social responsibility does influence consumers' brand evaluations in product-harm crises. Will products from those responsible corporate have more chances to win empirical assessment from the customers than those from less responsible ones? It is worthy of comprehensive study on the relationship between customers' brands evaluation mechanism and the corporation social responsibility system. This paper probes the influence of "9 social responsibility conducts" prescribed by SAI8000 what responsible corporate should follow on the 5 aspects of consumers' brand evaluations through literature reviews, questionnaire survey and empirical analysis. A new discovery was made that the most influence factor on consumers' brand evaluations is complete management system, and the least is inpunitive measures. When consumers evaluate brands of highly responsible corporate in product-harm crises they will emphasize social image instead of the perceived-value of the brands.