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Research on the Effects of Corporate Social Responsibility : Corporate Image and Purchase Intention Perspective  

Lee, Jang-Hyuk (고려대학교 경영대학)
Lee, Seung-Min (롯데백화점 에비뉴엘팀 마케팅)
Kim, Sang-Yong (고려대학교 경영대학)
Woo, Won-Seok (이화여자대학교 국제학부)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.33, no.2, 2008 , pp. 175-183 More about this Journal
Abstract
The rising importance of sustainable development led major corporations to pay attention to customer communication with regard to corporate social responsibility (CSR). This research shed light on the impact of CSR related actions. Our findings show that their effect on corporate image and purchase intention strengthens as they are closely related to the corporation's business area. As well, the purchase intention effect is found to be higher in case of high involvement products than that in case of low involvement ones.
Keywords
Corporate Social Responsibility; Corporate Image; Purchase Intention; Involvement;
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