JOURNAL BROWSE
Search
Advanced SearchSearch Tips
Evaluation of corporate social responsibility activities for fashion company's sustainable management - On the moderating effects of consumers' perceived fit and motivation -
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
Evaluation of corporate social responsibility activities for fashion company's sustainable management - On the moderating effects of consumers' perceived fit and motivation -
Ju, Seong-rae; Chung, Myung-sun;
  PDF(new window)
 Abstract
The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.
 Keywords
corporate social responsibility activity;perceived fit;perceived motivation;fashion company;sustainable management;
 Language
Korean
 Cited by
 References
1.
Ahn, C. Y. (2012, May 29). 2012 100대 상장기업 지속가능지수 [2012 Top 100 Korean companies sustainability index]. The Kyunghyang Biz n life. Retrieved February 3, 2014, from http://bizn.khan.co.kr

2.
Ahn, S. K. (2013). Comparison of ideal versus actual fashion corporate social responsibility from a consumer perspective. Journal of the Korean Society of Clothing and Textiles, 37(5), 631-644. doi:10.5850/JKSCT.2013.37.5.631 crossref(new window)

3.
Ahn, S. K., & Ryou, E. J. (2011). Corporate social responsibility: Contents analysis of Korean fashion corporations websites. Journal of the Korean Society of Clothing and Textiles, 35(4), 455-465. crossref(new window)

4.
Bae, J., & Cameron, G. T. (2006). Conditioning effect of prior reputation on perception of corporate giving. Public Relations Review, 32(2), 144-150. doi:10.1016/j.pubrev.2006.02.007 crossref(new window)

5.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. doi:10.1016/j.jbusres.2005.01.001 crossref(new window)

6.
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. doi:10.2307/1252190

7.
Carroll, A. B. (1979). A three-dimensional conceptual model of corporate performance. Academy of Management Review, 4(4), 497-505. doi:10.5465/AMR.1979.4498296

8.
Cho, J. S. (2013). Effects of the perception of fit and consistency on the consumers' evaluation of CSR: Based on structural relationships. The Korean Journal of Advertising, 24(8), 277-299. doi:10.14377/KJA.2013.11.30.277 crossref(new window)

9.
Choi, M. K., & Sung, H. W. (2013). A study on social responsibility practices of fashion corporations. Korean Journal of Human Ecology, 22(1), 167-179. doi:10.5934/KJHE.2013.22.1.167 crossref(new window)

10.
Choi, M. Y. (2012). Brand attitude formation according to consumers' cognition of CSR fit and CSR motivation. Journal of the Korean Society of Fashion Design, 12(1), 75-92.

11.
Dyllick, T., & Hockerts, K. (2002). Beyond the business case for corporate sustainability. Business Strategy and the Environment, 11(2), 130-141. doi:10.1002/bse.323 crossref(new window)

12.
Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157. doi:10.1177/0092070305284976 crossref(new window)

13.
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000). The reputation quotientSM: A multi stakeholder measure of corporate reputation. Journal of Brand Management, 7(4), 241-255. doi:10.1057/bm.2000.10 crossref(new window)

14.
Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356. doi:10.1207/S15327663JCP1303_15 crossref(new window)

15.
Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11(2), 143-163. doi:10.1177/1470593111403218 crossref(new window)

16.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89. doi:10.1509/jppm.21.1.78.17600 crossref(new window)

17.
Hwang, Y. R. (2014, January 22). CSR는 나무 심는 것? [CSR is planting tree?] Hankyoreh21, 996, Retrieved June 2, 2014, from http://h21.hani.co.kr

18.
Jeon, J. H. (2011). The effect of corporate social responsibility on the corporate image and purchase intention. Journal of the Korean Society of Clothing and Textiles, 35(5), 547-560. doi:10.5850/JKSCT.2011.35.5.547 crossref(new window)

19.
Jung, Y. Y., & Lee, J. H. (2009). Exploratory study on the social responsibility of fashion brands. Korean Journal of Human Ecology, 18(6), 1247-1256. doi:10.5934/KJHE.2009.18.6.1247 crossref(new window)

20.
Kang, J. H., & Jin, B. H. (2006). Sustainable development: An application to apparel supply chain management. Journal of the Korean Society of Clothing and Textiles, 30(6), 829-839.

21.
Kim, E. G., & Sung, H. W. (2011). A study of social responsibility and cultural marketing of Korean casual brands. Fashion & Textile Research Journal, 13(2), 162-172. doi:110.5805/KSCI.2011.13.2.162 crossref(new window)

22.
Kim, H. R., Kim, N. M., Yoo, K. H., & Lee, M. K. (2005). Developing a scale for evaluating corporate social responsibility. Korea Marketing Review, 20(2), 67-87.

23.
Kim, J. K., & Kim, J. H. (2001). The effects of causerelated marketing on consumer response. The Korean Journal of Advertising, 12(3), 31-52.

24.
Kotler, P., & Lee, N. (2005). Corporate social responsibility: Doing the most good for your company and your cause. New Jersey: Wiley.

25.
Lee, H. J., & Park, J. C. (2009). The effects of corporate social responsibility activities on product and corporate evaluation: The mediating role of trust. Korea Marketing Review, 24(1), 231-250.

26.
Lee, J. I., & Shin, S. Y. (2011). The influences of consumer behavior according to their perceived suitability toward the type of corporate social responsibility activities. Fashion & Textile Research Journal, 13(6), 888-899. doi:10.5805/KSCI.2011.13.6.888 crossref(new window)

27.
Lee, J. S. (2009). 윤리경영 현황 및 CSR 추진 실태 조사결과[A research on the business ethics state and CSR actual condition]. FKI Issue paper, 152, 1-16. Retrieved from The Federation of Korean Industries website: http://www.fki.or.kr/publication/report/View.aspx?content_id=cbfed414-87e1-482b-a918-f9c801abec37&cPage=5&search_type=0&search_keyword=

28.
Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science, 32(1), 3-19. doi:10.1177/0092070303258971 crossref(new window)

29.
Menon, S., & Khan, B. E. (2003). Corporate sponsorships of philanthropic activities: When do they impact perception of sponsor brand?. Journal of Consumer Psychology, 13(3), 316-327. doi:10.1207/S15327663JCP1303_12 crossref(new window)

30.
Park, J., Kim, K., & Lee, H. (2010). Developing a scale for measuring the corporate social responsibility activities of Korea corporation: Focusing on the consuemrs' awareness. Asia Marketing Journal, 12(2), 27-52.

31.
Sen, S., Bhattacharya, C. B., & Korschun, D. (2006). The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. Journal of the Academy of Marketing Science, 34(2), 158-166. doi:10.1177/0092070305284978 crossref(new window)

32.
Seo, E. K., & Hwang, S. J. (2009). Influence of consumer attitudes and familiarity toward a fashion brand with a cause marketing program on credibility, purchase and word-of-mouth intention. Journal of the Korean Society of Costume, 59(6), 1-15.

33.
Shin, W. M. (2010). CSR과 기업 경쟁력 [CSR & corporate competitiveness]. LG Business Insight: LGERI Report, 1104, 2-14. Retrieved from LG Economic Research Institute website: http://www.lgeri.com/uploadFiles/ko/pdf/man/LGBI1104-02_20100831132127.pdf

34.
Simmons, C. J., & Becker-Olsen, K. L. (2006). Achieving marketing objectives through social sponsorship. Journal of Marketing, 70(4), 154-169. doi:10.1509/jmkg.70.4.154 crossref(new window)

35.
Tauber, E. M. (1988). Brand leverage: Strategy for growth in a cost-control world. Journal of Advertising Research, 28(4), 26-30. doi:10.2501/JAR-55-2-00i-00i

36.
Yoon, K., & Cho, J. S. (2007). The factors that affect consumer's perceptions of corporate social responsibility activities. Advertising Research, 75, 163-186.