• Management & Information Systems Review
• /
• v.36 no.4
• /
• pp.1-19
• /
• 2017

These days, the concept of creating shared value is drawn keen attentions to. This interest comes out of the expectation that Creating Shared Value(CSV) can offer an answer to some social issues by creating societal and economic values on the top of the achievements that existing Corporate Social Responsibility(CSR) has made. However, it is difficult to make a clear distinction between the achievements that the activities of CSR and CSV have made. In this regard, developing a methodology to make an actual proof analysis on the accomplishments of CSV and to verify customer's awareness of and attitude towards the CSV is necessarily required. A company needs to gain a competitive advantage in the marketplace as well as resolve a social issue by innovating value chain. The research has verified the cause and effect relationship between the CSV from the point of view of value chain and the purchase intention aroused by its economic, societal and cultural values through the company image and credibility with actual proof analysis and come up with following results. First, a societal and cultural value resulted in giving positive impact on a company's image, which implies that CSV activities can be the thin end of the wedge through which customers have a good image of the company involved in CSV. Second, a societal value makes a positive influence on the credibility of a company. In this regard, CSV should be recognized not just as a thing that generates a cost, but a way to win-win as well as future development. Third and last, the research results show that both company image and credibility influence on purchase intention. Considering that CSV generates a positive evaluation on a company that will ultimately cause continuous profit-making, the company's ultimate goal of activities, it should be approached from the perspective of making a mid-and-long term strategy.

• Journal of Digital Convergence
• /
• v.18 no.5
• /
• pp.197-203
• /
• 2020

Based on the previous research that the social responsibility of a for-profit company has a positive effect on the decrease in turnover intention, we examine the effect of CSR of a non-profit organization, hospital, on the turnover intention of members of the organization. We collected data through questionnaire surveys for medical institution workers, and conducted exploratory factor analysis and confirmatory factor analysis using this data. The analysis showed that HSR had a significant effect on organizational trust, and that hospital members' organizational trust had a negative impact on turnover. In conclusion, HSR Had a significant effect on the turnover. Therefore, medical institution managers have to recognize the effect of HSR on decreasing the turnover and carry out HSR for effective management. By identifying the impacts of hospital social responsibility activities that reduce the intention of employees to turn over, it is possible to contribute to the efficient operation of medical institutions, As a future research task, it is necessary to increase the generality of research by broadening the distribution of members.

• Journal of Korea Society of Digital Industry and Information Management
• /
• v.7 no.1
• /
• pp.95-110
• /
• 2011

Since the mid-1990s, the corporate social responsibility(adhere CSR) has risen as an important issue in Korean company. We have classified 3 effects of CSR activities on corporate performance. That is, this study investigates the relationship between CSR and corporate performance, which are financial performance, marketing performance, human resource and organization performance. Previous literatures discuss how CSR activities influence on corporate performance. But they have not reached at a clear conclusion and the issue is still debate. The relationship between CSR and corporate performance is actually more complicated, so this study is to review literature of various perspective. In this study, CSR management tool proposed for effective and efficiency CSR management by literature review. A right measure is fundamental factor for effective and efficiency CSR management. This study provide fundamental tip for CSR measure using of principles of ISO 26000.

• Journal of Service Research and Studies
• /
• v.9 no.2
• /
• pp.17-29
• /
• 2019

So far, there has been a lot of research on CSR, however, not much on the relationship between environmental CSR and corporate reputation and authenticity, The purpose of this study is to empirically examine the relation between Environmental CSR, Trust and Corporate Reputation as well as a moderating role of Authenticity between Environmental CSR and Trust. To achieve the purpose of the study, the hypothesis was established based on prior research and theoretical background regarding environmental CSR, trust, corporate reputation, and authenticity. Samples of this study were collected from 479 general consumers respondents across the country and analyzed based on quantative datas using the SPSS and AMOS statistical models. We find that First, Environmental CSR is positively related with both corporate reputation and trust. Secondly, we find that trust play a mediating role in the relationship between environmental CSR and Corporate Reputation, Thirdly, we also find that Authenticity does not moderate the enfluence relationship between environmental CSR and trust. The study will contribute to both CSR research and marketing strategy.

• Journal of Digital Convergence
• /
• v.14 no.3
• /
• pp.127-134
• /
• 2016

Regarding CSR activities of companies in the convergence era, this study tried to find out how CSR activities, image, and reputation would affect the purchase. A total of 200 questionnaires targeting citizens residing in Daegu, Gyeongsang Province were used and it found an alternative on how to establish marketing strategy through CSR activities in the convergence era. First, CSR activities have a positive effect on the purchase intention. Second, corporate image will mediate the degree of corporate CSR activities and purchases. Third, corporate reputation will mediate the degree of corporate CSR activities and purchases. CSR activities have become essential, not an option, and the company that fulfills its social responsibility appears to be loved as seen in the market performance.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.37 no.5
• /
• pp.631-644
• /
• 2013

This study investigates the gaps between ideal and actual corporate social responsibility (CSR) by comparing levels of CSR perceptions and examining the relationship differences between CSR perception, perceived quality, and affective trust from a consumer perspective. Data from 315 adult samples were collected through a nationwide online survey. In order to compare ideal and actual CSR, the study employed the approach of latent means analysis (LMA) and multi-group comparisons within the framework of a structural equation modeling (SEM). The result of latent means comparison showed significant differences of perceptions on fashion CSR across ideal and actual contexts. Only actual economic CSR was evaluated higher than in the ideal context and the effect size of inter-management CSR was the largest among seven domains. Multi-group SEM revealed a significant discrepancy between ideal and actual CSR structural models that exhibited relationships of CSR perception, perceived quality, and affective trust. The paths from internal management and ethical CSR to perceived quality and from economic and philanthropy CSR to affective trust were different across ideal and actual contexts. Implying the understanding of consumer CSR perceptions and the mediating role of perceived quality, this study suggests that marketers narrow the gap between ideal and actual CSR.

• Management & Information Systems Review
• /
• v.34 no.1
• /
• pp.35-49
• /
• 2015

Recently, researchers and practitioners are emphasizing the importance of integrated-strategic perspective between market and non-market strategies. In this perspective, this study was designed to examine the relationships between cultural distance and the degree of localization strategy and also the moderating effects between them. Using CSR data together with the localization index data (from 2010 to 2012) of multinational companies competing in Chinese market, the three hypotheses proposed in the study were examined. The results of multiple regression analyses show that cultural distance is positively related to the degree of localization strategy of multinational companies. The corporate social responsibility is also positively related to the degree of localization strategy of multinational companies. However, there is negative moderating effect of corporate social responsibility on the relationship between cultual distance and the degree of localization strategy. The findings of this study representing the complementary effects between localization strategy and corporate social responsibility imply that the effect of market competitive strategy can be complemented by non-market strategy. Thus, firms should plan their non-market strategies in the perspective of integrated strategic perspective with market strategy to compete with competitors and increase performance more efficiently.

• The Journal of the Korea Contents Association
• /
• v.16 no.4
• /
• pp.313-323
• /
• 2016

Companies are investing in CSR activities as a way to fulfill their societal obligations. It is expected that companies' CSR activities would be an effective investment to enhance corporate image, leading to consumers' purchase behavior. However, sometimes, CSR activities have a null or negative effect on the evaluation of company. The purpose of this research is to find ways to solve these problems and it reviews some research concerning donation and introduce these research into CSR. Specifically, this study examines the effect of CSR beneficiary appeals on the attractiveness of corporate identity and the mediating role of the inferred motives of CSR. The results show that consumers evaluate the corporate identity less attractive which employ the self-benefit CSR appeal. In addition, the findings also suggest that the effect of the CSR beneficiary appeal on the attractiveness of corporate identity is mediated by the inferred motives. These results suggest some managerial implications concerning communication guidelines of CSR. Specifically, companies need to communicate sincere motives of CSR rather than business.

• Proceedings of the Korea Technology Innovation Society Conference
• /
• 2004.05a
• /
• pp.192-199
• /
• 2004

Concerning the circumstance of corporate management, which is the appearance of various stakeholder and the possibility of widespread in irresponsible rumours, the objective rating a company in more highly emphasized in these time. According to the situation, various measures are being suggested. One of those efforts, environmental, sustainable, or corporate social responsible(CSR) aspects, which are based on the environmental risk reduction capability are regarded as an important component. In this study, we reviewed the CSR, which is most important Survival factor to the KEPCO's sustainability and some issues are suggested to maximize the KEPCO's corporate value.

• Journal of Service Research and Studies
• /
• v.10 no.1
• /
• pp.33-53
• /
• 2020

The purpose of this study is to empirically examine the causal relationship of CSR activities, customer trust and CCID, customer behavior intention(B.I) in the relationship between CSR activities and customer behavior intention(B.I) in the insurance industry, thereby enable top management of insurance company to take it in their consideration that CSR activity help link to customer behavioral intention by customer trust in them and CCID. To achieve the purpose of the study, the hypothesis was established based on preceding research and theoretical background regarding CSR, trust, CCID, behavioral intention(B.I). And this study conducted AMOS statistical analysis based on effective 526 survey data collected from insurance customers across country through online research company. The result of this empirical study is as follows. First, insurance company's CSR activity has a positive impact on customer's trust and CCID, but it did not have a direct significant effect on the customer's behavioral intention(B.I). Second, both customer's trust and CCID have a positive and significant effect on customer's behavioral intention. Third, we have also found that both Trust and CCID played a mediating role between CSR activity and B,I. Fourth, it was found that authenticity did not moderate the enfluence relationship between CSR activity and Trust, CCID. The result of this study shows that insurance company's active CSR activity increase customer trust, thereby create a sense of unity between the customer and the company, In addition, it shows that when CSR activities are mediated by customer trust and CCID, it could lead to customer behavioral intention(B.I) such as repurchasing and positive word-of-mouth activities. to others. The result of this study will contribute to the future research on CSR literature and the marketing strategy of insurance companies.