Corporate Social Responsibility Reloaded: The Role of Affective and Cognitive Mechanism

• 발행기관: 한국상품학회
• 저자명: 이동진(Li, Dongchen) 박종철(Park, Jong Chul)
• 간행물 정보: 『상품학연구』제38권 제6호, 131~137쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

Although corporate social responsibility(CSR) and corporate performance outcomes have been extensively studied in marketing research, there are few researches that exhibit the comprehensive relationship between these important concepts in marketing. This study aims to explore the integrated relationships between corporate social responsibility and various corporate performance outcomes. In particular, this study focuses on the impact of perceived corporate social responsibility activities on corporate performance outcomes in terms of brand equity, satisfaction and loyalty. To show the integrated relationship, these researchers used three mediating variables as mechanisms. The first mediating variables are perceived reciprocity, gratitude, and customer cynicism. The second mechanism presented the reputation of the entity. And we present a cognitive mechanism that includes trust and commitment as the third mechanism. As a result, this study presented a new developmental integration model for the corporate social responsibility activities (CSRs) and proposed a conceptual framework that provides a new comprehensive view of the social responsibility activities (CSRs) of the family business with existing research results.

목차

I. Introduction

II. Literature Review and Research Model Proposition

III. Conclusion

Reference

키워드

CSR reciprocity gratitude cynicism corporate reputation trust commitment brand equity satisfaction customer loyalty