Advanced SearchSearch Tips
The Effects of Corporate Social Responsibility and Brand Image on Corporate Favorableness and Purchase Intention: Focused on LH
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The Effects of Corporate Social Responsibility and Brand Image on Corporate Favorableness and Purchase Intention: Focused on LH
Lee, Euijoong; Moon, Hyogon; Lee, Myunggoo;
  PDF(new window)
The importance of corporate social responsibility has been more highlighted recently for the sustainable management of the company. The purpose of this study is to empirically find out if the effects of CSR activities on public corporation are shown as same as they are on the private companies which have been verified in the previous studies. We set `CSR activities` and `Brand Image` to the independent variables and `Corporate favorableness` and `Purchase intention` to the dependent variables. The empirical analysis results are as follows. We have found that high positive causal relations are shown in `CSR activities` `Corporate favorableness`, `CSR activities` `Purchase intention` and `Brand image` `Corporate favorableness`, `Brand image` `Purchase intention`. Therefore just as product related `Brand image` influences positively on purchase intention, the CSR activities have positive influence on product purchase intention and on the whole corporate image as well.
Corporate Social Responsibility(CSR);Brand Image;Corporate Favorableness;Purchase Intention;
 Cited by
일본의 주택지에 있어서 민간주도에 의한 지속가능한 주환경매니지먼트에 관한 연구,김영아;송준환;

대한건축학회논문집:계획계, 2015. vol.31. 6, pp.163-174 crossref(new window)
김상훈, 이승환, 윤량숙(2008), "기업의 사회적 책임(CSR) 활동이 Product-harm crisis에 대한 태도와 브랜드 태도에 미치는 영향 연구", 한국경영학회 통합대회, 1-21.

김성철, 박의범(2008), "제품속성, 브랜드 및 기업 이미지가 소비자의 구매의도에 미치는 영향 : 중국 9개 지역의 휴대폰시장을 중심으로", 국제지역연구, 12(3): 367-390.

김영리(2008), "청소년의 기업호감도에 관한 연구", 석사학위논문, 고려대.

김용만, 서희정, 정희선(2003), "기업 커뮤니케이션 수단으로서의 스포츠 스폰서십과 메세나의 인과적 모형 비교 연구", 한국체육학회지, 42(4): 461-470.

김원수(1993), 기업이미지 관리론, 서울: 경문사

노장오(1998), 브랜드 워크아웃, 한국언론자료간행회

문효곤, 이의중, 이명구, 남기은(2011), "LH 기업이미지 제고를 위한 커뮤니케이션 전략 및 관리방안 연구", 토지주택연구원.

박기남(2001), "온라인과 오프라인 쇼핑몰의 성과에 영향을 미치는 지각된 서비스요인에 관한 비교분석 연구", 광고학연구, 12(1): 151-172.

양승민(2003), 카드사의 브랜드 이미지가 사용자의 행동에 미치는 영향에 관한 연구, 석사학위논문, 성균관대.

윤각, 서상희(2003), "기업의 사회공헌활동과 기업 광고가 기업 이미지와 브랜드 태도 형성에 미치는 영향력에 관한 연구", 광고연구, 61: 47-72.

윤각, 서상희(2004), "다양한 마케팅 커뮤니케이션 수단들이 브랜드 자산에 미치는 영향에 관한 광고주.광고회사 간 인식 연구", 광고연구, 64: 315-340.

이상민(2002), "기업의 사회적 책임: 미국과 한국 기업의 사회공헌활동 비교", 한국사회학, 26(2): 77-111.

이상빈(2007), "기업이미지와 브랜드 자산간의 관계: 브랜드 태도와 구매의도에 미치는 영향 비교", 광고연구, 가을: 97-118.

이종진(2007), 커피전문점의 마케팅믹스 활동에 대한 소비자 인식이 브랜드 자산에 미치는 영향: 스타벅스를 중심으로, 석사학위논문, 세종대.

이찬우(2000), 인터넷 쇼핑몰 사이트가 가지는 매체 풍부성이 소비자의 구매의도 및 사이트 만족도에 미치는 영향 분석, 석사학위논문, 한양대.

이호배(1994), 효과적 기업 PR광고를 위한 연구, 금강기획.

전국경제인연합회 편(2009), 기업의 사회공헌에 대한 국민인식조사, 전경련.

정순태(1984), 마케팅관리론, 법문사.

최호림(2009), 브랜드의 외재적 속성이 소비자의 지각된 품질, 지각된 위험 및 구매의도에 미치는 영향, 박사학위논문, 경희대.

하봉준(1999), "제품 구매의도에 영향을 미치는 기업이미지 요인에 관한 연구", 광고학연구, 4(2): 49-74.

한은경(2003), "기업의 사회적 책임의 지수화에 관한 연구", 한국방송학보, 17(3): 274-303.

한은경, 류은아(2003), "기업의 사회책임 활동이 구매의도에 미치는 영향에 관한 연구", 광고연구, 60: 155-177.

Aaker, D. A. (1996) "Measuring brand equity across products and markets", California Management Review, 38: 102-120. crossref(new window)

Anderson, E. W. and M. W. Sullivan (1993), "The Antecedents and Consequences of Customer Satisfaction for Firms", Marketing Science, 16(2): 129-145.

Ajzen, I. and M. Fishbein (1980), Understanding attitudes and predicting social behaviour, Englewood Cliffs, NJ: Prentice-Hall

Becker-Olsen, K. L., B. A. Cudmore and R. P. Hill (2006), "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior", Journal of Business Research, 59: 46-63. crossref(new window)

Beckwith, N. E. (1976), "Halo Effects in Multiattribute Attitude Models: An Appraisal of Some Unresolved Issues," Journal of Marketing Research, 13: 418-421. crossref(new window)

Bellenger, D., E. Steinberg and W. Stanton (1976), "The congruence of store image and selfimage", Journal of Retailing, 52: 17-32.

Biel, A. L. (1993), "Converting image into equity", in Aaker, D. A. and Biel, A. L. (Eds), Brand Equity & Advertising's Role in Building Strong Brands, Lawrence Erlbaum Associates, Hilldale, NJ, 67-82.

Boulding, W., A. Kalra, R. Staelin and V. Zeithaml (1993), "Dynamic process model of service quality: form expectations to behavioral intentions", Journal of Marketing Research, 30: 7-27. crossref(new window)

Brown, J. and A. Dacin (1997), "The Company and the Product: Corporate Associations and Consumer Product Responses", Journal of Marketing, 61: 68-84.

Bowen, H. R. (1953), Social Responsibilities of the Businessman, New York: Haper & Row.

Carroll, A. B. (1991), "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders", Business Horizons, 34(4): 39-48. crossref(new window)

Cone & Roper (1997), Cause-Related Marketing Trends Report: The Evolution of Cause Branding, Boston, MA: Cone Inc.

Creyer, E. H. and W. T. Ross (1997), "The influence of firm behavior on purchase intention: do consumers really care about business ethics?", Journal of Consumer Marketing, 14: 421-432. crossref(new window)

Engel, J. F. and R. D. Blackwell (1990), Consumer Behaviour (6th ed.), Chicago: The Dryden Press.

Fishbein, M. and S. Middlestadt (1995), "Noncognitive effects on attitude formation and change: factor artifact", Journal of Consumer Psychology, 4: 181-202. crossref(new window)

Fombrun, C. J. (2005), "Building corporate reputation through CSR initiatives: Evolving standards", Corporate Reputation Review, 8(1): 7-11. crossref(new window)

Gary, M. M. and M. J. Karson (1985), "Analysis of purchase intent scales weighted by probability of actual purchase", Journal of marketing research, 22: 93-96. crossref(new window)

Grewal, D., K. B. Monroe and R. Krishnan (1998), "The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions", Journal of Marketing, 62(2): 46-59. crossref(new window)

Keller, K. L. and D. A. Aaker (1992), "The Effects of Sequential Introduction of Brand Extensions", Journal of Marketing Research, 29: 35-40. crossref(new window)

Keller, K. L. (1998), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall International, Hemel Hempstead.

Korgaonkar, P. K., D. Lund and B. Price (1985), "A structural equations approach toward examination of store attitude and store patronage behavior", Journal of Retailing, 61: 39-60.

Kotler, P. (1997), Marketing management: analysis, planning, implementation and control(9th ed), New York, Prentice-Hall Inc.

Mazursky, D. and J. Jacoby (1986), "Exploring the development of store images", Journal of Retailing, 62: 145-165.

Morwitz, V. G. and D. C. Schmittlein (1992), "Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "tenders" Actually Buy?", Journal of Marketing Research, 29: 391-405. crossref(new window)

Murphy, I. P. (1997), "Pillsbury Proves Charity, Marketing Begins at Home", Marketing News, 31(17): 16.

Paluszek, J. (1997), "Public affairs and the community: Corporate social responsibility now", In Dennis, L.(Ed.), Practical public in an era of change, 187-208.

Petty, R. E. and J. P. Cacioppo (1981), Attitudes and persuasion: Classic and contemporary approaches, Dubuque, IA.

Reynolds, T. and J. Gutman (1984), "Laddering: Extending the repertory grid methodology to construct attribute-consequence-value hierarchies", In R. Ritts & A. Woodside(eds.) Personal values and consumer Psychology, 2: 11-31.

Ross, J. K., L. T. Paterson and M. A. Stuffs (1992), "Consumer perceptions of organizations that use cause related marketing", Journal of the Academy of Marketing Science, 20(1): 93-97. crossref(new window)

Tsiotsou, R. (2006), "The role of perceived product quality and overall satisfaction on purchase intentions", International Journal of Consumer Studies, 30(2): 207-217. crossref(new window)

Winter, L. C. (1986), "The Effect of Brand Advertising on Company Image: Implications for Corporate Advertising", Journal of Advertising Research, 26(2): 54-59.