CSV 활동에 대한 진정성과 적합성이 브랜드 자산, 브랜드 태도 및 구매의도에 미치는 영향

Abstract

Today, many corporations are conducting the corporate social responsibility(CSR) by donating part of their profit through philanthropic activities for their own image promotion. However, these activities have limited effects on promoting the corporate image without the authenticity and fit of corporate social responsibility, because they are accepted by the consumers only as a new means that will bring profit for the corporate. Porter and Kramer(2011) presented the necessity of creating shared value(CSV), which brings both social value and economic value of the corporate by solving social problems, through in their Harvard Business Review paper, "How to Fix Capitalism?" They also suggested that the purpose of the corporate should be changed from financial pursuit of profit to capitalism with social responsibility. In this research, it aims to verify the relationship of CSV activities and the authenticity and fit perception, brand equity and brand attitude, brand attitude and purchasing intention. Also, the moderating effect by the ethical consumerism on the research model will be studied. Based on the literature review, a research model was conducted to prove 14 hypotheses to achieve the research purposes. First, the direct effect by the CSV activities on the perceived authenticity and fit was studied through the research model. CSV activities will have positive effect on the perceived authenticity. It will also have positive effect on the perceived fit. Second, the direct effect by the authenticity and fit on the brand equity was verified. The authenticity of CSV activities will have positive effect on the brand equity, which is formed by the brand awareness and brand image. Also, the fit of CSV activities will have positive effect on the brand awareness and brand image. The direct path of the authenticity and fit to brand attitude will be also studied in this research. Third, the relationship between brand equity and brand attitude was studied. The direct effects by brand equity and brand attitude on purchasing intention was also verified. Lastly, the moderating effects by the ethical consumerism on the research model was studied.

◁그림삽입▷(원문을 참조하세요.)

A survey was conducted by the random people who uses the Amazon Mechanical Turk(Mturk), which is the crowdsourcing internet marketplace in the United States. The data was collected for 10 days from February 15, 2016 to February 24, 2016 and 500 data was collected, but after discarding the uncandid data, total of 388 data was used in the analysis. SPSS 18.0 was used to carry out the demographic analysis and AMOS 21.0 was used to conduct the correlation, path analysis, hierarchical χ² test and the moderation effects. The results are as follows. The CSV activities had a positive effect on both the perceived authenticity and the perceived fit. The perceived authenticity and the perceived fit had positive effect on both the brand awareness and brand image, which form the brand equity. However, the perceived fit did not have the positive effect directly on brand attitude, when the perceived authenticity had the positive effect directly on brand attitude. Brand awareness did not show any positive effect on both brand attitude and purchasing intention, but brand image had positive effects on both brand attitude and purchasing intention. Brand attitude had positive effect on purchasing intention.

◁그림삽입▷(원문을 참조하세요.)

When the moderating effects by the ethical consumerism was studied in this research, the data was divided into two groups–high on ethical consumerism and low on ethical consumerism. As the results show in the figure below, only the 5 paths out of 13 total paths showed the moderating effects by ethical consumerism. The relationship between the perceived authenticity and brand image, perceived fit and brand attitude, brand awareness and brand attitude, brand image and purchasing intention, brand awareness and purchasing intention were moderated by the ethical consumerism.

◁그림삽입▷(원문을 참조하세요.)

The theoretical and practical implications from this study are as follows. The positive relationship of CSV activities and perceived authenticity and fit was proved by this research. Also the positive effects by both perceived authenticity and perceived fit on brand equity, which is formed by brand awareness and brand image, were verified. Only the authenticity had direct effect on the brand attitude. This result implicates that when establishing positive brand attitude by operating CSV activities, the corporate must put an effort to show the authenticity of the activity, because without the authenticity, consumer will notice the CSV activity as a new means of maximizing the profit. Finally, the moderating effects by the ethical consumerism on the research model was proved. To establish brand equity, brand attitude and purchasing intention, corporate must recognize the consumers with high ethical consumerism in order to bring out the optimal brand attitude and purchasing intention by operating the CSV activities.