Abstract: The process from the performance of corporate social responsibility, to consumer perception of the realization of corporate social responsibility, then to the establishment of brand assets, and to the undertaking of more active social responsibilities by enterprises for the demand of promoting the brand assets is a complicated one. Through questionnaire investigation of 744 valid respondents, it is confirmed that the performance of corporate social responsibility has significant positive effects on brand assets. The CSR expectation consistency of consumers partially intermediates the relation between the performance of corporate social responsibility and brand assets. Consumer perception of corporate social responsibility altruistic motivation can adjust the relationship between corporate social responsibility expectation consistency and brand assets, while consumer perception of corporate social responsibility self-regard motivation cannot adjust the relationship between corporate social responsibility expectation consistency and brand assets. Being driven by the responsibility consumption of consumers, the practice of social responsibility by enterprises is no longer only cost and constraint, rather the opportunity, core competence and the sources of competitive advantage. Both the cultivation of responsible enterprises and the cultivation of responsible consumers are equally important.

Key words: corporate social responsibility; brand assets; consumer; expectation consistency; perception motivation