Browse > Article
http://dx.doi.org/10.9723/jksiis.2010.15.5.247

An Empirical Study of the Effects of Corporate Social Responsibility Fitness of Small and Medium Enterprise on Corporate Reputation and Purchase Intention  

Kim, Jong-Weon (동의대학교 경영정보학과)
Kim, Seung-Min (동의대학교 경영정보학과)
Kim, Eun-Jung (동의대학교 경영정보학과)
Cho, Su-Hyun (동의대학교 경영정보학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.15, no.5, 2010 , pp. 247-257 More about this Journal
Abstract
Social responsibility of enterprises has recently been emphasized in practice. However, most of the previous studies on social responsibility has been mainly made on the large enterprises, not including small and medium enterprises. This study investigates the literature of previous studies and conducts the survey to find out how the fitness of small and medium enterprises' social responsibility affects corporate reputation and purchase intention. According to the analysis results of 101 valid responses, the study shows that fitness of small and medium enterprises' social responsibility affects corporate reputation and purchase intention, and corporate reputation has an effect on purchase intention. The results of this study may provide many small and medium enterprises with guidelines for their social responsibility activities.
Keywords
Small and Medium Enterprise(SME); Corporate Social Responsibility(CSR); Fitness; Reputation; Purchase Intention;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Pracejus, J.W. and Olsen, G.D., "The Role of Brand/Cause Fit in the Effectiveness of Cause-Related Marketing Campaign," The Journal of Business Research, Vol. 57, No. 6, 2004, pp. 635-640.   DOI   ScienceOn
2 Rayner, J., Managing Reputational Risk: Curbing Threats, Leveraging Opportunities, The Institute of Internal Auditors UK and Ireland, 2003.
3 Rifon, N.J., Choi, S.M., Trimble, C.S., and Li, H., "Congruence Effects in Sponsorship the Mediating Role of Sponsor Credibility and Consumer Attributions of Motive," Journal of Advertising, Vol. 33, No. 1, 2004, pp. 29-42.
4 Rindova, V.P. and Fombrun, C. J., The Eye of the Beholder: The Role of Corporate Reputation in Defining Conversations, Thousand Oaks, CA: Sage Publication Inc, 1998.
5 Sen, B., "Does Doing Good always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility," Journal of Marketing Research, Vol. 38, 2001, pp. 225-243.   DOI   ScienceOn
6 Smith, N.C, "Corporate Social Responsibility: Whether or How?," California Management Review, Vol. 45, No. 4, 2003, pp. 52-75.   DOI   ScienceOn
7 Wartick, S.L., "The Relationship between Intense Media Exposure and Change in Corporate Reputation," Business & Society, 1992, pp. 33-45.   DOI
8 Forehand, M.R. and Grier, S., "When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism," Journal of Consumer Psychology, Vol. 13, No. 3, 2003, pp. 349-356.   DOI
9 Gotsi, M. and Wilson, A.M., "Corporate Reputation: Seeking a Definition," Corporate Communications, Vol. 6, No. 1, 2001, pp. 24-30.   DOI   ScienceOn
10 Gwinner K., "A Model of Image Creation and Image Transfer in Event Sponsorship,", International Marketing Review, Vol. 14, No. 3, 1997, pp. 145-158.   DOI   ScienceOn
11 Hoeffler, S. and Kevin, L.K., "Building Brand Equity Through Coroprate Social Marketing," Journal of Public Policy & Marketing, Vol. 21, No. 1, 2002, pp. 78-89.   DOI   ScienceOn
12 Falk, R.F. and Miller, N.B., A Primer for Soft Modeling, University of Akron Press, Ohio, 1992.
13 Menon, S. and Barbara, E.K., "Corporate Sponsorships of Philanthropic Activities: When Do They Impact Perception of Sponsor Brand?," European Journal of Marketing, Vol. 13, No. 3, 2003, pp. 316-327.
14 Drumwright, M., "Company Advertising with a Social Dimension : The Role of Noneconomic Criteria," Journal of Marketing, Vol. 60, No. 4, 1996, pp. 71-87.   DOI   ScienceOn
15 Engel, J.F. and Blackwell, R.D., Consumer Behavior, 4th ed., New York, NY: The Dryden Press, 1982.
16 Folkes, V.S., "Recent Attribution Research in Consumer Behavior: A Review and New Directions," Journal of Consumer Research, Vol. 14, 1999, pp. 548-565.
17 Fombrun, C.J., Reputation: Realizing Value from the Corporate Image, Boston: Harvard Business School Press, 1996.
18 Fombrun, C.J. and Shanley, M., "What's in a Name? Reputation Building and Corporate Strategy," Academy of Management Journal, Vol. 33, No. 2, 1990, pp. 233-258.   DOI   ScienceOn
19 Fombrun, C.J. and Van, R., The Reputational landscape, In Balmer, J. and Greyser, S.A.(Eds.), Revealing the Corporation. NY: Routledge, 2003.
20 Fombrun, G. and Sever, S., "The Reputation Quotient SM: A Multi-Stakeholder Measure of Corporate Reputation," The Journal of Brand Management, Vol. 7, 2000, pp. 241-255.   DOI
21 Bowen, H.R., Social Responsibility of the Businessman, New York: Haper and Row, 1953.
22 Brown, T.J. and Dacin, P.A., "The Company and the Product: Corporate Association and Consumer Product Response," Journal of Marketing, Vol. 61, 1997, pp. 68-84.
23 Carroll, A.B., "A Three-Dimensional Conceptual Model of Corporate Performance," Academy of Management Review, Vol. 4, No. 4, 1979, pp. 497-505.
24 Carroll, A.B., "The Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders," Business Horizons, 1991, pp. 39-48.   DOI   ScienceOn
25 Varadarajan, P.R. and Menon, A, "Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy," Journal of Marketing, Vol. 52, No. 3, 1988, pp. 58-74.   DOI   ScienceOn
26 David, V., The Market for Virtue: The Potential and Limits of Corporate Social Responsibility, Washington, D.C.: Brookings Institution Press, 2005.
27 Dowing, G.R., Creating Corporate Reputations: Identity, Image, and Performance, NY: Oxford University Press, 2001.
28 한은경.유재하, "소비자 구매의도에 영향을 미치는 기업평판요인에 관한 연구 : 한국과 일본의 유제품 기업을 중심으로," 광고연구, Vol. 65, 2004, pp. 127-146.
29 Becker, O., Karen L., and Carolyn J. Simmons, "Not all Sponsors are Created Equal," Advances in Consumer Research, Vol. 32, No. 1, 2005, pp.90-91.
30 Nunnally, J.C. and Bernstein, I.H., Psychometric Theory, 3rd Edition, New York: McGraw-Hill, 1994.
31 박정인, 기술 제품 디자인의 지각이 소비자의 감정적 반응, 브랜드 태고, 구매의도에 미치는 영향에 관한 연구, 이화여자대학교 대학원, 2006.
32 Becker, O., Karen L.B., Cudmore, A., and Hill, R.P., "The Impact of Perceived Corporate Social Responsibility on Consumer Behavior," Journal of Business Research, 2006, pp. 46-53.
33 Berens, G., Cees, B.M., Van, R., and Gerrit, H., "Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance," Journal of Marketing, 2005, pp. 35-48.
34 Boush, D.M., Friestad, M., and Rose, G.M., "Adolescent Skepticism Toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Vol. 21, 1994, pp. 165-175.   DOI   ScienceOn
35 배현미, 기업의 사회책임활동(CSR)이 기업 이미지와 명성에 미치는 영향, 중앙대학교 대학원, 2008.
36 이은미, 기업, 소비자와 시회공헌활동의 적합성이 소비자 반응에 미치는 영향에 관한 연구: 소비자 지각과 동일시의 매개적 역할을 중심으로, 이화여자대학교 대학원, 2008.
37 전인수, "소비재 거래에 있어서의 거래비용 이론의 적용에 관한 연구," 경영학연구, Vol. 22, No. 1, 1992, pp. 173-192.
38 정기한, 박민영, 신재익, "PPL 모델 매력도가 브랜드 태도 및 구매의도에 미치는 영향 연구," 한국경영학회 통합학술발표대회, 2007.
39 주경미, 서영구, "제약기업 명성요인이 의약품 브랜드 자산과 고객충성도에 미치는 영향," 상품학연구, Vol. 27, No. 2, 2009, pp. 107-121.
40 조형오, "공익연계 광고메시지가 소비자의 의사결정 과정에 미치는 영향 : 상표 친숙도와 공익적 특성의 매개 역할을 중심으로," 광고연구, No. 49, 2000, pp. 231-249.
41 최미현, 스포츠 스폰서십이 스포츠 의류 브랜드 자산과 구매의도에 미치는 영향, 경희대학교 대학원, 박사학위 논문, 2008.
42 김수인, 기업의 사회 책임활동 홍보메시지 유형이 소비자의 브랜드 태도에 미치는 영향 연구, 홍익대학교 광고홍보대학원, 2008.
43 김성호, 사회공헌은 아름다운 동행, 삼영사, 2007.