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http://dx.doi.org/10.5392/JKCA.2016.16.04.313

The Influence of CSR Beneficiary Appeals on the Attractiveness of Corporate Identity  

Kim, Moon Seop (강원대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.16, no.4, 2016 , pp. 313-323 More about this Journal
Abstract
Companies are investing in CSR activities as a way to fulfill their societal obligations. It is expected that companies' CSR activities would be an effective investment to enhance corporate image, leading to consumers' purchase behavior. However, sometimes, CSR activities have a null or negative effect on the evaluation of company. The purpose of this research is to find ways to solve these problems and it reviews some research concerning donation and introduce these research into CSR. Specifically, this study examines the effect of CSR beneficiary appeals on the attractiveness of corporate identity and the mediating role of the inferred motives of CSR. The results show that consumers evaluate the corporate identity less attractive which employ the self-benefit CSR appeal. In addition, the findings also suggest that the effect of the CSR beneficiary appeal on the attractiveness of corporate identity is mediated by the inferred motives. These results suggest some managerial implications concerning communication guidelines of CSR. Specifically, companies need to communicate sincere motives of CSR rather than business.
Keywords
Corporate Social Responsibility(CSR); Attractiveness of Corporate Identity; Inferred Motives; Social Exchange Theory;
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Times Cited By KSCI : 3  (Citation Analysis)
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