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http://dx.doi.org/10.29214/damis.2019.38.3.015

A Comparative Study on Brand Attitudes of Social Innovative Companies and General Enterprises by Product Blind Testing  

Kim, Jin-Kyoung (Korean Research Institute of Corporate Management, Kongju National University)
Jang, Sug-In (Dept. of Business Administration, Kongju National University)
Kim, Moon-Jun (Korean Research Institute of Corporate Management, Kongju National University)
Lee, Nam-Gyum (Korean Research Institute of Corporate Management, Kongju National University)
Publication Information
Management & Information Systems Review / v.38, no.3, 2019 , pp. 245-257 More about this Journal
Abstract
This study focused on the brand attitude of consumers toward social innovation companies so that they could have differentiated competitive advantage and secure competitive advantage with ordinary companies. To this end, the difference in consumer brand attitudes between products of social innovation entities and products of general enterprises was compared through blind testing. The blind test results of this study showed that there was no statistically significant difference in product properties or brand attitudes, but after the information of the after-sales product was disclosed, the information included that the soap product used as a laboratory was natural handmade soap, indicating that post-brand attitudes improved in both social innovation and general enterprise products. And after explaining the social values pursued by social innovators, the increased interest in social innovation firms compared to ordinary enterprises resulted in a statistically significant increase in brand attitudes toward social innovation enterprise products. Clear and unexaggerated information displays on product packaging can be a tool to improve brand attitudes. In addition, in order to raise consumer awareness of social innovation enterprise products, there will be a need to enhance education and promotion policies for social innovation companies at the government level, and developing self-help measures for social innovation companies to promote themselves by presenting the contents of their social values as advertising copy on their product packaging may also be another breakthrough for improving brand attitudes and increasing sales.
Keywords
Social Innovative Companies; Brand Attitudes; Blind Testing;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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