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农产品品牌危机会导致品牌资产贬值，是制约农业新质生产力发展的重要因素。企业社会责任(CSR)虽被普遍视为缓解品牌危机负面影响的潜在工具，但有关危机情境下CSR沟通效果的研究仍存在分歧：有研究认为其有助于促进消费者宽恕，也有观点指出其可能因引发动机怀疑而适得其反，亟须进一步检验与梳理。文章在农产品品牌危机背景下基于归因理论研究了危机中的CSR沟通策略和网络口碑离散度对品牌资产的交互影响。研究发现：(1)当网络口碑离散度高(vs.低)时，采用回顾型(vs.前瞻型)CSR沟通策略，品牌资产会更高。(2)CSR沟通策略和网络口碑离散度对品牌资产的交互影响被利他归因中介，被集体主义导向调节。文章构建了一个系统的理论框架，为理解既有研究中关于危机情境下CSR沟通效果的不一致结论提供新的解释视角，丰富了农产品品牌危机情境下的CSR沟通理论，并为涉农企业危机管理提供了实践启示。
Abstract：Agricultural brand crises can deplete brand equity and impede the development of new quality productive forces in agriculture.Although corporate social responsibility(CSR) is widely regarded as a potential tool for mitigating the negative effects of brand crises,the effectiveness of CSR communication in crisis situations remains debated.Some studies suggest it facilitates consumer forgiveness,while others argue it may backfire by triggering skepticism about corporate motives—a discrepancy that calls for further examination.Drawing on attribution theory,this study investigates the interactive effect of CSR communication strategies and online review dispersion on brand equity in the context of agricultural brand crises.The findings reveal that:(1) when online review dispersion is high(vs.low),a retrospective(vs.prospective) CSR communication strategy leads to higher brand equity;and(2) this interaction effect is mediated by altruistic attribution and moderated by collectivist orientation.This study provides a systematic theoretical framework that offers a new lens for understanding the inconsistent findings in existing research on CSR communication during crises,enriches the literature on CSR communication in the context of agricultural brand crises,and offers practical implications for crisis management in agriculture-related enterprises.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2026.01.006
中图分类号:F323.5;F724.6
引用信息:
[1]柏忠虎,石珍珍,青平.农产品品牌危机发生时的CSR沟通策略：网络口碑离散度的调节作用[J].商业经济与管理,2026,No.411(01):102-117.DOI:10.14134/j.cnki.cn33-1336/f.2026.01.006.
基金信息:
国家社会科学基金重大项目“新形势下我国粮食安全战略问题研究”(22&ZD079)
2025-07-22
2025
2026-03-16
2026
1
2026-01-15
2026-01-15