Abstract：In recent years, brand scandals occur frequently, whose negative impact can not be eliminated only by short-term coping strategies for the root cause of scandals is lack of social responsibility, therefore, restoring brands in scandal from the perspective of social responsibility becomes both a practical and theoretical issue. Based on image transfer theory and attribution theory, we explored the effects of charitable donations' fit on brand equity ( including brand trust and consumption intention) and responsibility awareness after scandal and found that charitable donations did make positive effects on enhancing consumption intention, no significant effects on brand trust and negatively regulated responsibility awareness.

Keyword：brand scandal;charitable donations' fit;responsibility awareness;brand trust;consumption intention;