Abstract: Although the previous researches have discussed the role of CSR in brand crisis, it still remains unclear that what is the function of CSR and its internal mechanism in different types of brand crisis. In order to study this issue, this paper examines the functional mechanism of CSR in different brand crisis. With two brands of agricultural products as examples, this paper conducts two empirical tests. The conclusion is as follows: in value-related crisis, CSR has a negative impact on the brand equity; in function-related crisis, CSR has a positive impact on the brand equity; and in value-related brand crisis, the corporate hypocrisy is playing a mediating role in the relationship between CSR and brand equity.

Key words: corporate social responsibility; types of brand crisis; corporate hypocrisy; corporate disability