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http://dx.doi.org/10.9717/kmms.2013.16.3.388

A Study on Corporate Cultural-Art Supporting and Consumer Response Based on Creating Shared Value  

Kwon, Eun Jung (신라대학교 문화예술경영학과)
Ahn, Won Hyun (신라대학교 문화예술경영학과)
Kim, Cheeyong (동의대학교 영상정보공학과)
Publication Information
Journal of Korea Multimedia Society / v.16, no.3, 2013 , pp. 388-398 More about this Journal
Abstract
The purpose of this study is to examine that the effects of social philanthropy initiatives the firm's image of corporate social responsibility. The present study analyzed the structural relationship between three motivations of social philanthropy and evaluation of firm, using structural equation modeling as the method of analysis of the data which were collected from surveying 310 random individuals at galleries and performance halls across the nation. The current study found that the focus on customer value positively influenced the firm image, while motivation for enterprise value had a negative effects on the firm image. This study conducted the test of the structural model invariance across the groups. This study also found that the correlation of motivation for customer to the firm image was much stronger in CSV group than its counterpart. In contrast, the correlation of focus on firm enterprise value to the firm image was much stronger in CSR group than CSV.
Keywords
Social philanthropy; CSR; CSV; The firm image;
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Times Cited By KSCI : 1  (Citation Analysis)
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