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http://dx.doi.org/10.5392/JKCA.2020.20.07.379

A Study on the Impact of Corporate Publicity on Social Responsibility Perception and Brand Attitude  

Kang, Soyoung (서울디지털대학교 미디어영상학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.7, 2020 , pp. 379-391 More about this Journal
Abstract
The growth paradigm that has led Korea for the last few decades is now reaching its critical point. Rather than focusing on the outcomes created by severe competitions of individual companies, a growth based on win-win system and solidarity focusing on public interests is more called for. In this background, I would like to examine the concept of corporate publicness and what factors consist of it. The study aims to verify a causal relationship that corporate publicness affects the corporation's social responsibility and consumers' favorability and credulity toward the company, and looks for the possibility that corporate publicness is recognized as a corporation's substantive competitiveness and an important management activity for its sustainability. The results of the study shows that corporate publicness is composed of 5 dimensions: sincerity, activeness, pursuit of public interest, harmony, and community spirit. Then the study statistically verifies that corporate publicness significantly has a positive impact on the overall evaluation results of a corporation's social responsibility. Lastly, the study confirms that corporate publicness and socially responsible activity of a company have a positive influence overall on the attitude toward the corporate brand. Based on these results, an implication is drawn that strengthening corporate publicness and its practice in action should be emphasized for a corporation to keep making outstanding performances in a sustainable way.
Keywords
Corporate Publicness; CSR; Corporate Brand Attitude; Sustainable Development;
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