Roles of Pride, Gratitude and Global Self-Corporate Brand Congruity in Corporate Association on Positive Behavior

• 발행기관: 한국유통과학회
• 저자명: Nak-Hwan Choi(최낙환) Koun-Su Ha(하건수) Ah-Young Lim(임아영)
• 간행물 정보: 『유통과학연구(JDS)』제14권 제9호, 73~83쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.09.30

영문 초록

Purpose – Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate s responsible activities, pride related to corporate s ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology – This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results – From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the

키워드

Corporate Association Global Self-Corporate Brand Congruity Gratitude Positive Behavior Pride