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http://dx.doi.org/10.7233/jksc.2012.62.6.067

Developing a Scale for Measuring the Social Responsibility of a Fashion Brand  

Kang, Ji-Hyun (Dept. of Fashion Design, Sungkyunkwan University)
Kim, Hyun-Hee (Dept. of Fashion Design, Sungkyunkwan University)
Publication Information
Journal of the Korean Society of Costume / v.62, no.6, 2012 , pp. 67-79 More about this Journal
Abstract
Much of the conceptual work in the field of Corporate Social Responsibility(CSR) originated from studies that were conducted in general corporations; however, many issues were peculiar to the area of fashion brand social responsibility. The purpose of this study is to develop a scale to measure the social responsibility of fashion brands in order to establish a specific, scientifically based marketing strategy. Through a literature review that disclosed 59 items regarding CSR and results from focus group interviews and exploratory factor analyses, we developed 23 items pertaining to fashion brand social responsibility. The measurement items were organized into five dimensions: economic, legal, ethical, environmental, and philanthropic responsibility. We found the 23-item scale to have good reliability and validity. We also found that fashion brand social responsibility positively influenced brand loyalty, including repurchase intention, continuance intention, and word of mouth. Thus, strategic planning for social responsibility in regards to fashion brands is essential in order to secure loyal customers, for both domestic and foreign brands compete in the fashion market.
Keywords
brand loyalty; fashion brand social responsibility dimension; fashion brand social responsibility measurement;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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