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http://dx.doi.org/10.14400/JDC.2019.17.9.105

The Impact of CSV on Brand Image and Consumers' Behavioral Intentions: Focussing on CSV Intentionality and Company -Consumer Identification  

Hwang, Yoon-Hwan (Department of Management Consulting, Daejeon University)
Seo, Young-Wook (Department of Management Consulting, Daejeon University)
Publication Information
Journal of Digital Convergence / v.17, no.9, 2019 , pp. 105-114 More about this Journal
Abstract
This study examined the causal relationship between CSV and brand image and consumers' behavioral intentions by structural equation model using psychological variables such as CSV intentionality and company-consumer identification. 198 questionnaires were used to test 8 hypotheses using Smart PLS 2.0. Results are as follows: First, two hypotheses were rejected that CSV had a negative effect on CSV intentionality and CSV intentionality had a negative effect on brand image. Second, CSV has a positive effect on company-consumer identification and company-consumer identification has a positive effect on brand image, purchase intention, and willingness to pay. This study suggests the necessity of enhancing customer participation and communication for the company to establish CSV strategies.
Keywords
CSV; Company-Consumer Identification; Brand Image; Purchase Intention; Willingness to pay;
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Times Cited By KSCI : 7  (Citation Analysis)
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