소매 브랜드 관리를 위한 기부 및 소비자 태도에 관한 연구

• 영문명: Study on the Donation and Consumer Attitude for the Retail Brand Management
• 발행기관: 한국유통과학회
• 저자명: 안성숙(Sungsook Ahn) 김용철(Yong-Cheol Kim) Moon-Seop Kim(김문섭)
• 간행물 정보: 『유통과학연구(JDS)』제16권 제4호, 1~8쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.04.30

영문 초록

Purpose - The purpose of this study is to provide managerial implications for retail brand managers. Specifically, current study divide donation type into direct donation(e.g., corporate philanthropy) and indirect donation(cause-related marketing) and investigate the donation type on the purchase intention. Also, this research intends to provide the mechanism between the donation type on the purchase intention by showing the mediating role of the consumers perceived warmth. Moreover, the moderating role of the brand type(non-luxury vs. luxury brand) between the donation type, the warmth perception, and the purchase intention will be examined. Research design, data, and methodology - A total of 174 undergraduate students from a university in Korea were recruited and were randomly assigned to the conditions of a 2(donation type: indirect vs. direct) X 2 (brand type: non-luxury vs. luxury) between-subjects design. The hypotheses were tested using SPSS 21.0. Two-way ANOVA and multiple regression analysis were performed. Results - Empirical results showed that the consumers perceived warmth was higher in the direct donation condition than the indirect donation condition and moreover this influence of the donation type on the perceived warmth was moderated by the brand type. Specifically, the influence of donation type on the perceived warmth was significant only for luxury brand. And there is an interaction effect of donation type and brand type on the purchase intention. More specifically, the purchase intention for luxury brand was higher in the direct donation condition than the indirect donation condition whereas the purchase intention for non-luxury brand was higher in the indirect donation condition than in the direct donation condition. Conclusions - This research contributed to the CSR literature of retail brand management by showing that the influence of the donation type and the brand type on the purchase intention. Moreover, this study enriched CSR lite

목차

1. 서 론

2. 이론적 배경

3. 연구가설

4. 연구방법론

5. 연구결과

6. 연구결과 토론 및 시사점

키워드

Donation Type Retail Brand Management Luxury Brand Perception of Warmth Purchase Intention