Browse > Article
http://dx.doi.org/10.6115/fer.2021.030

The Influence of Korean Fashion Brands' CSR Fit with Chinese Consumers on Consumer Satisfaction and Brand Attitude Moderated by Ethnocentrism  

Zhang, Ruiyue (Department of Clothing & Textiles, Yonsei University)
Shin, Eun Jung (Department of Clothing & Textiles, Yonsei University)
Koh, Ae-Ran (Department of Clothing & Textiles, Yonsei University)
Publication Information
Human Ecology Research / v.59, no.3, 2021 , pp. 419-432 More about this Journal
Abstract
To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.
Keywords
CSR fit; consumer satisfaction; brand attitude; ethnocentrism;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Shin, J. S., Moon, Y. H., & Cheon, M. B. (2016). Ethnocentrism of consumers and strategic CSR activities of foreign company in Korea and China. Korean Journal of Business Administration, 29(11), 1733-1756. http://dx.doi.org/10.18032/kaaba.2016.29.11.1733   DOI
2 Lee, J. M., & Kim, S. H. (2015). The influence of sustainability management fit of SPA brand on consumer purchase intention. The Research Journal of the Costume Culture, 23(2), 161-175. https://doi.org/10.29049/rjcc.2015.23.2.161   DOI
3 Park, J. C., & Lee, K. H. (2009). The effects of corporate efforts for the sustainable management on the corporate trust and customer satisfaction. Asia-Pacific Journal of Business & Commerce, 1(2), 1-22.
4 Vernuccio, M., Barbarossa, C., Giraldi, A., & Ceccotti, F. (2012). Determinants of e-brand attitude: A structural modeling approach. Journal of Brand Management, 19(6), 500-512. https://doi.org/10.1057/bm.2011.59   DOI
5 Wang, H. Z. (2003). Consumer ethnocentrism: An empirical test in China and its marketing managerial implications. Nankai Business Review, 6(4), 31-36. http://dx.doi.org/10.3969/j.issn.1008-3448.2003.04.006   DOI
6 Lee, H. S., Ahn, G. H., & Ha, Y. W. (2006). Consumer behavior: A marketing strategic approach. Seoul: Beommunsa.
7 Lee, E. Y. (2011). A study of corporate social responsibility activities 'influence for the consumers' brand evaluation. Journal of the Korean Society of Aeronautical Management, 9(2), 111-125.
8 Lee, G. K. (2018). The influence of Korean corporate's CSR on national image, trust and purchasing intention of Chinese consumers. (Unpublished master's thesis). Hanyang University, Seoul, Korea.
9 Lee, H. M., Kim, T, H. & Lee, J. H. (2019). The effects of social-face sensitivity on purchasing satisfaction and brand attitude of Chinese golf products consumers. Korean Journal of Sports Science. 28(1), 667-677. https://doi.org/10.35159/kjss.2019.02.28.1.667   DOI
10 Lee, J. I. (2010). The influences of corporate social responsibility activities types in their perceived suitability on recommendation and purchasing intention (Unpublished doctoral dissertation). Seoul Women's University, Seoul, Korea.
11 Lee, J. I., & Shin, S. Y. (2011). Impact of the perceived fit of a fashion company's CSR activities on the recommendation and purchasing intention of consumers. Journal of the Korean Society of Clothing and Textiles, 35(7), 816-827. https://doi.org/10.5850/JKSCT.2011.35.7.816   DOI
12 Lee, Y. K. (2010). International management: Trust and purchase intention to made-in Korea product caused by Chinese consumers' animosity and ethnocentrism: Focusing on the made-in Korea mobile phone. International Area Studies Review, 14(2), 133-158.
13 Lee, Y. C., & An, S. H. (2017). The effects of consumption values of an eco-friendly restaurant on consumer satisfaction, brand trust, brand attitude. International Journal of Tourism and Hospitality Research, 31(3), 169-183. http://dx.doi.org/10.21298/IJTHR.2017.09.31.9.169   DOI
14 Liu, J. N. (2013). The relationship between Social corporate responsibility, firm image, and consumer royalty of Korean large firm located in China (Unpublished master's thesis). Chungbuk University, Cheongju, Korea.
15 Woo, J., Go, W. H., Park, G. D., & Heo, W. M. (2007). Consumer ethnocentrism and unwillingness to buy foreign products. The Korean Journal of Advertising and Public Relations, 9(4), 230-256.
16 Cheon, M. B. (2015). The role of ethnocentrism in the effect of the strategic CSR activities of foreign companies on consumer response. Korean Journal of Business Administration, 28(1), 241-264.
17 Phillips, D. M., & Baumgartner, H. (2002). The role of consumption emotions in the satisfaction response. Journal of Consumer Psychology, 12(3), 243-252. https://doi.org/10.1207/S15327663JCP1203_06   DOI
18 Seo, H. J., & Yang, J. H. (2015). Influences of the fit between the corporate brand image and corporate social responsibility(CSR) on brand attitudes: Focuses on consumers' donation tendencies and CSR massage framing. The Korean Journal of Advertising, 26(7), 99-121. https://doi.org/10.14377/KJA.2015.10.15.99   DOI
19 Shi, L. Z. (2020). A study on the difference analysis and satisfaction between Chinese consumers' preferred factors for Korean brands and overseas brands: Focused on clothing fashion brand (Unpublished master's thesis). Chosun University, Gwangju, Korea.
20 Li, H. M., Kim, T. Y., & Lee, J. H. (2019). The effects of social-face sensitivity on purchasing satisfaction and brand attitude of Chinese golf products consumers. Korean Journal of Sports Science, 28(1), 667-677. https://doi.org/10.35159/KJSS.2019.02.28.1.667   DOI
21 Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21(3), 203-217. http://dx.doi.org/10.1016/j.ijresmar.2003.12.003   DOI
22 Kim, J. H., & Kim, J. Y. (2017). The relationship among golf wear selection attributes, customer satisfaction, brand attitude and repurchase intention. Journal of Digital Convergence, 15(6), 467-479. http://dx.doi.org/10.14400/JDC.2017.15.6.467   DOI
23 Kim, J. Y. & Lim, T. H. (2016). The relationship between the public's attitude, perceived motivation and CSR congruence for sports public institutions: Focus on the sports betting business. The Korean Journal of Physical Education, 55(5), 357-374.
24 Kim, S. (2012). Purchase intention to made-in Korea product cased by Korean wave and Chinese consumers' ethnocentrism (Unpublished master's thesis). Seoul University, Seoul, Korea.
25 Bae, J. Y. (2014). CSR communication factors' and personal characters' impacts on CSR evaluations. The Korean Journal of Advertising, 25(8), 393-423. http://dx.doi.org/10.14377/KJA.2014.11.30.393   DOI
26 Backer-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. http://dx.doi.org/10.1016/j.jbusres.2005.01.001   DOI
27 Lafferty, B. A. (2007). The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453. http://dx.doi.org/10.1016/j.jbusres.2006.09.030   DOI
28 Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32(3), 293-311.   DOI
29 Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121-147. http://dx.doi.org/10.1111/j.1745-6606.2005.00006.x   DOI
30 Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289. http://dx.doi.org/10.1177/002224378702400304   DOI
31 Moon, S. A., Park, K. I., & Park, S. S. (2015). The effects of the elements of experiential marketing on the visitors' satisfaction, brand attitude and revisit intention: Focused on Mungyeong Omija Festival. Tourism Research, 40(2). 17-43.
32 Nam, S. M. (2012). A comparative study of the influence of ethnocentrism on foreign product evaluation and purchase intention between Korea and Japan. The Japanese Modern Association of Korea, 37, 513-529. https://doi.org/10.16979/imak.37.201208.513   DOI
33 Ahn, T. H., & Park, B. G. (2017). The effects of corporate social responsibility on customer satisfaction and customer citizen behavior: Mediating effects of company image and CSV. Journal of Digital Convergence, 15(4), 223-231. http://dx.doi.org/10.14400/JDC.2017.15.4.223   DOI
34 Carroll, A. B. (1991). The Pyramid of corporate social responsibility: Toward the moral management of organizational stake holders. Business Horizons, 34 (4), 39-48. http://dx.doi.org/10.1016/0007-6813(91)90005-G   DOI
35 National Federation of Businessmen. (2020). 2020 social value report of major enterprises. Seoul: Kyohaksa.
36 Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders, 97-146.
37 Lee, E. M. (2008). The effects of the perceived fit between company and CSR activities and between consumer and CSR activities on consumer responses: The mediating roles of consumer perception and identification (Unpublished doctoral dissertation). Ewha Womans University, Seoul, Korea.
38 Kwon, M. J., Lee, Y. S., & Lee, S. D. (2005). A study on the practice and strategy of the social marketing in fashion business. Journal of the Korean Society of Living Science, 14(1), 179-192.
39 Han, S. R., Lee, M. S., & Lee, J. W. (2014). A study on the evaluation of corporate social responsibility and corporate through identifiability effect. Journal of Consumer Studies, 25(4), 103-120.
40 Kim, S. U., & Park, K. Y. (2019). The impact of corporate social responsibility on company-consumer identification, corporate image, trust, attitude and purchase intention: Focusing on domestic coffee brand. Culinary Science & Hospitality Research, 25(1), 38-47. http://dx.doi.org/10.20878/cshr.2019.25.1.005   DOI
41 Suh, T., & Kwon, W. G. (2002). Globalization and reluctant buyers. International Marketing Review, 19 (6), 663-680. http://dx.doi.org/10.1108/02651330210451962   DOI
42 Lee, J. I., & Shin, S. Y. (2011). The influences of consumer behavior according to their perceived suitability toward the type of corporate social responsibility activities. Fashion & Textile Research Journal, 13(6), 888-899. http://doi.org/10.5805/KSCI.2011.13.6.888   DOI
43 Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20(3), 418-443. http://dx.doi.org/10.1086/209358   DOI
44 Yoo, J. N. (2017). A study on the influence of Korean wave and CSR on purchase intentions (Unpublished master's thesis). Hanbat University, Daejeon, Korea.
45 Yoon, G., Ryu, J. Y., & Park, H. N. (2014). The communication effect of corporate philanthropic activities on Facebook: The moderating effects of the suitability and types of the activities. The Korean Journal of Advertising, 25 (5), 43-62. http://dx.doi.org/10.14377/KJA2014.7.15.43   DOI
46 Shin, S. Y., & Lee, J. I. (2011). The influences of consumer behavior according to their perceived suitability toward the type of corporate social responsibility activities. Fashion & Textile Research Journal, 13(6), 888-899. https://doi.org/10.5805/KSCI.2011.13.6.888   DOI
47 Simonson, I., & Tversky, A. (1992). Choice in context: Tradeoff contrast and extremeness aversion. Journal of Marketing Research, 29(3), 281-295. http://dx.doi.org/10.1177/002224379202900301   DOI
48 Sohn, Y. S., & Yoo, K. W. (2013). Consumer evaluation for CSR: the role of similarity and consistency. Corporate Management Research, 20(3), 179-200.
49 Tak, H. S. (2021). The effects of experiential marketing factors of SPA fashion brand flagship stores on brand loyalty and purchase intent (Unpublished doctoral dissertation). Gachon University, Gyeonggi, Korea.
50 He, X. F., Pu, Y., Zhu, Y. X., & Tang, C. Y. (2010). Revision and examination of reliability and validity of corporate social responsibility scale in China. Soft Science, 24(12), 106-110. http://dx.doi.org/10.3969/j.issn.1001-8409.2010.12.024   DOI
51 Ahn, J. S. (2012). The effect of consumer ethnocentrism in China: Differences by consumer lifestyles and moderating effect of country images. International Management Research, 23(3), 91-121.
52 An, D. C., Wang, C., Kim, J. D., & Choi, K. S. (2018). The role of consumer ethnocentrism explaining the effect of CSR authenticity of a global company. Journal of Product Research, 36 (3), 87-97. http://doi.org/10.36345/kacst.2018.36.3.010   DOI
53 An, Z. Y. (2015). The effects of Korean corporation CSR on Chinese consumers' product purchase intention (Unpublished master's thesis). Konkuk University, Seoul, Korea.
54 Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing , 54 (1), 27-41. http://dx.doi.org/10.1177/002224299005400102   DOI
55 Tian, H., & Yuan, H. X. (2013). The effects of product-harm crisis response strategy on brand attitude- the moderating role of corporate social responsibility fit. Study & Exploration, 11, 96-100. http://dx.doi.org/10.3969/j.issn.1002-462X.2013.11.017   DOI
56 Choi, M. Y. (2012). Brand attitude formation according to consumers' cognition of CSR fit and CSR motivation. Journal of Fashion Design, 12(1), 75-92.
57 Yun, S. P. (2018). The effect of corporate social responsibility(CSR) on brand equity, brand attitude and repurchase intention: Focusing on the moderating effect of CSR authenticity (Unpublished doctoral dissertation). Woosong University, Daejeon, Korea.
58 Zarkada-Fraser, A., & Fraser, C. (2002). Store patronage prediction for foreign- owned supermarkets. International Journal of Retail and Distribution Management, 30 (6), 282-299. http://dx.doi.org/10.1108/09590550210429504   DOI
59 Werther, Jr. W. B., & Chandler, D. (2010). The strategic context of CSR, strategic corporate social responsibility: Stakeholders in a global environment. London: Sage.
60 Cho, C. W. (2018, August 29). Korean companies recognized for social responsibility in China. Financial News. Retrieved August 29, 2018, from https://www.fnnews.com/news/201808291701481737.
61 Choi, M. Y., & Yoon, N. H. (2010). Perceived motivation of corporate social responsibility to fashion brand and consumer-brand relationship building. Family and Environment Research, 48(6), 119-132. https://doi.org/10.6115/khea.2010.48.6.119   DOI
62 Bower, G. H. (1981). Mood and memory. American Psychologist, 36(2), 129-148. https://doi.org/10.1037/0003-066X.36.2.129   DOI
63 Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84. http://dx.doi.org/10.2307/1252190   DOI
64 Carroll, A. B. (1979). A three-dimensional conceptual model of corporate social performance. Academy of Management Review, 4(4), 497-505. https://doi.org/10.2307/257850   DOI
65 Gupta, S., & Pirsch, J. (2008). The influence of a retailer's corporate social responsibility program on re-conceptualizing store image. Journal of Retailing and Consumer Services, 15(6), 516-526. http://dx.doi.org/10.1016/j.jretconser.2008.02.003   DOI
66 Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50. http://dx.doi.org/10.1177/002224378101800104   DOI
67 GlobalData. (2020). China to overtake us as the largest apparel market by 2023, says GlobalData. Retrieved June 04, 2020, from http://www.globaldata.com/china-to-overtake-us-as-the-largest-apparelmarket-by-2023-says-globaldata/
68 Guo, G., & Kwon, Y. C. (2015). The influence of Chinese consumer ethnocentrism on brand attitude: The moderating of brand globalness and corporate social responsibility. Journal of the Korean Trade Association, 40(4), 1-20.
69 Kim, J. B., & Gu, G. B. (2013). The effects of surfing manufactures' corporate social responsibility(CSR) and CSR fit on corporate image, brand attitude, brand attachment, and purchasing intention. Journal of the Korean Society of Physical Education, 53(1), 205-217. http://dx.doi.org/10.51979/KSSLS.2013.08.53.205   DOI
70 Kim, G. W. (2011). The effect of corporate sustainability management efforts on customer satisfaction and loyalty (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
71 Kim, J. H., & Jo, J. (2011). Effects of corporate social responsibility and brand awareness on purchase intent: An exploratory investigation of Korean food companies in China. Chinese and Gongguk Studies, 14, 1-27. https://doi.org/10.17935/Chinan.2011.14.1   DOI
72 Oliver, R. L. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 57(3), 25-48.
73 Park, H. Y. (2015, October 26). Youcker has changed. Street bonded shopping instead of department store. Apparel News. Retrieved December 15, 2016, from https://www.apparelnews.co.kr/news/news_view/?idx=157935
74 Bowen, H. R. (1953). Social responsibility of the business. New York: Harper.