Many Enterprises have now regarded the social responsibility (SR) strategy as the new competitive strategy. The implementation of SR strategy is not only beneficial to the enterprises themselves but also to the public. This research discusses the following two key points; First, exploring the effects of social responsibility behavior and image consistency on supporting the enterprise. Second, the effects of supporting the enterprise on brand preference and purchase intension. Results show that when consumers prefer the SRB sponsored by the enterprises, enterprises will regarded to be ethical and conscientious, and the consistency of corporate image and image toward the SRB also help to heighten the cognition of supporting the enterprise. Consumers will be more interested in the enterprises' product because of its SRB. At last some suggestions are provided for further research and practical applications.