CSR활동의 속성, CSR의 진정성 및 기업이미지 간의 구조관계: 기존 기업명성의 조절효과
- Resource Type
- Article
- Authors
- 안대천(An Daechun); 왕진(Wang, Chen); 이순자(Lee Soonja)
- Source
- 글로벌경영학회학술대회 발표논문집 2016. 4 (2016): 195-214.
- Subject
- CSR활동의 속성
CSR의 진정성
기업이미지
기존 기업명성
CSR Attributes
CSR Authenticity
Corporate Image
Prior Corporate Reputation
- Language
- Korean
This study tried to study the structural relationships among CSR attributes, CSR authenticity and corporate image. The survey results targeting 272 Chinese consumers had found that CSR consistency and differentiation had a significant positive effect on CSR authenticity except CSR fit. And CSR authenticity had a significant positive effect on corporate image. Especially, there was a significant difference in the effect of CSR attributes on CSR authenticity in two dimensions: consistency and differentiation between high/low prior reputation. And the purpose of this study was trying to present criteria that can be utilized in the process to establish CSR communication strategies in the Chinese market from the viewpoint of marketing managers.