Is brand reputation a banner for social marketing? A social enterprise product consumption perspective
通过定量和定性研究，分析了品牌声誉如何影响消费者对社会企业产品的购买决策，发现品牌声誉会调节感知贡献、感知风险与感知行为控制之间的关系。
Abstract Social enterprises (SEs) use various business models to pursue a balance between commercial profit and their social mission. This study uses quantitative and qualitative research methods to assess consumer purchasing decisions related to SEs and the impact of brand reputation on these decisions. Study 1 uses quantitative data to perform a multilevel analysis of consumer and corporate perspectives to examine the hypothesized relationships. We conduct study 2 to enable the robust generalization and further explanation of study 1's results by employing qualitative research. The results indicate that perceived contribution positively affects perceived behavioral control, while ethical self‐identity and product knowledge positively affect consumer attitudes. At the group level, brand reputation weakens the relationship between perceived contribution and perceived behavioral control; however, it strengthens the relationship between perceived risk and perceived behavioral control. These findings demonstrate that brand reputation is an important signal regarding SE products or services consumption and has significant implications for social marketing and brand strategy.