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Convergence generation the corporate research activities on the impact of CSR on purchase: Focusing on the mediating effect of the image and reputation
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 3,  2016, pp.127-134
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.3.127
 Title & Authors
Convergence generation the corporate research activities on the impact of CSR on purchase: Focusing on the mediating effect of the image and reputation
Hwang, Dong-Ryong; Lee, Seung-Hee; Do, Hyun-Ok;
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Regarding CSR activities of companies in the convergence era, this study tried to find out how CSR activities, image, and reputation would affect the purchase. A total of 200 questionnaires targeting citizens residing in Daegu, Gyeongsang Province were used and it found an alternative on how to establish marketing strategy through CSR activities in the convergence era. First, CSR activities have a positive effect on the purchase intention. Second, corporate image will mediate the degree of corporate CSR activities and purchases. Third, corporate reputation will mediate the degree of corporate CSR activities and purchases. CSR activities have become essential, not an option, and the company that fulfills its social responsibility appears to be loved as seen in the market performance.
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