• Title/Summary/Keyword: Public company

Search Result 897, Processing Time 0.029 seconds

A Study on Employment Analysis of Graduates Majoring Library and Information Science: the case of K University (문헌정보학전공 졸업자의 취업실태 분석 연구 - K대학교를 중심으로 -)

  • Lee, Jongmoon
    • Journal of the Korean BIBLIA Society for library and Information Science
    • /
    • v.23 no.4
    • /
    • pp.125-139
    • /
    • 2012
  • This paper aims to analyze the employment of graduates majoring in Library and Information Science(LIS) in K University, to identify problems in the employment of those graduates, and to propose approaches to improve employment. Among 178 graduates getting a job for five years from August 2006 to February 2011, 65% of them was employed, 32% was not employed, and 3% continued further study, The 116 graduates employed were analyzed. The results revealed that 40% are full-time employees and 60% are part-time workers. For workplace types, 29% worked in general companies and 16% worked in public libraries. 10% worked in school libraries and college libraries. Those who worked in administrative divisions in colleges or schools comprised 9%. Those who worked in public organizations and publishing companies/bookstores were 6% each. 5% worked in specialized libraries. In the case of duties, 38% were librarians. 30% were engaged in office work. Those in sales/administration were 7%. Tellers/salesperson comprised 7%. 5% worked as teaching assistants and 3% worked in the web or in IT related businesses. Those who worked in private institutes and product planning/design comprised 2% each. Teacher librarians, day care center teachers, secretaries, company newsletter reporters, soldiers and self-employed workers were 1% for each. As a result, the major congruence was around 40%. For the career which the (56) unemployed desired, 57% prepared themselves for employment and 21% prepared for Civil Service Examination. Those who prepared for teacher recruit examination and who weren't confirmed were 11% for each. The problems identified were high unemployment to 32%, higher employment as part-time workers than full-time workers, and major congruence of just around 40%. As the results, the study proposes that the national and local authorities should actively create jobs, make the students majoring in LIS have the opportunity to understand and experience jobs related to information science, develop jobs related to LIS on the academic level and provide guidance to graduates.

Which types of the strategies diffused to the public through company's announcement do contribute to the long-term performance? (공시된 경영전략의 유형별 장기실적 기여도 분석)

  • Kang, Won
    • Asia-Pacific Journal of Business Venturing and Entrepreneurship
    • /
    • v.4 no.4
    • /
    • pp.45-70
    • /
    • 2009
  • This article investigates which types of the strategies announced by the listed firms contribute to enhancing the long-term performance of the companies. Since 2002, Korean Exchange adopted the "faire disclosure policy" which mandates that all publicly traded companies must disclose material information to all investors at the same time. Thanks to the policy, Korean investors can, now, easily access the board's decision on management strategies on the same day the decision is made. If the companies trustfully carry out their announced strategies, we can decide which types of strategies actually enhance or deteriorate the long-term performance, simply by comparing the announced strategies and the firm's performance. The sample companies are confined to 60 firms that became listed in the KOSDAQ market through back-door listing from 2003 to 2005. Using only the newly listed companies, we can avoid the interference on the long-term performance of the strategies pursued before the event date. This often holds true, for many companies radically modify their strategies after the listing. Furthermore, the back-door listing companies serve our purpose better than IPO companies do, because the former tend to have a variety of announcement within a given period of time beginning the listing date. Using these sample companies, this article analyzes the effect on one year buy-and-hold returns and abnormal buy-and-hold returns after the listing of the various types of strategies announced during the same period of time. The results show that those evidences of restructuring such as 'reduction of capital' and 'resignation of incumbent board members', actually contribute to the increase in adjusted long-term stock returns. Those strategies which can be view as evidence of new investment such as 'increase in tangible assets', 'acquisition of other companies', do also helps the stockholders better off. On the contrary, 'increase in bank loans', 'changes of CEO' and 'merger' deteriorate the equity value. The last findings let us to presume that the back-door listing companies appear to use the bank loans for value-reducing activities; the change in CEO is not a sign of restructuring, but rather a sign of failure of the restructuring; another merger carried out after back-door listing itself is also value-reducing activity. This article's findings on reduction of capital, merger and bank loans oppose the results of the former empirical studies which analyze only the short-term effect on stock price. Therefore, more long-term performance studies on public disclosures are in order.

  • PDF

A Study on the Adaptation and Change of Amusement Culture on the Case of Wolmido Pleasure Ground during the Japanese Colonial Era (일제강점기 월미도유원지를 통한 행락 문화의 수용과 변화에 관한 연구)

  • Kim, Jeoung-Eun
    • Journal of the Korean Institute of Landscape Architecture
    • /
    • v.42 no.5
    • /
    • pp.134-147
    • /
    • 2014
  • Pleasure grounds, which were introduced during the Japanese colonial era, were places for organizing new amusement activities, and developed into a large-scale private spaces and a new type of public space at the same time. This study explores the scenery and accommodations of pleasure grounds and the changes of the amusement culture through the Wolmido Pleasure Grounds, which was a typical pleasure grounds of the time. At that time, Wolmido became a comprehensive amusement/entertainment place with many elements of both Western and Japanese pleasure grounds such as exotic buildings harmonized with trees, a beach, a seaside school, public playing field, and zoo constructed on the Island. Wolmido Pleasure Ground, which was connected with Kyungsung by Kyungin railroad during the Japanese colonial era, is a good example showing the process of the popularization and commercialization of the amusement culture. The process of popularization of amusement shows the spreading of the enjoyment of leisure time with amusement activities through appreciating the beautiful scenery of the pleasure grounds among various social classes. The caste system was broken and anyone could use the pleasure grounds by paying the fee, of which there were many kinds, so the distinction between genders and the different classes, such as the Chosun people and Japanese, regarding amusement in pleasure grounds disappeared gradually. Also, pleasure grounds were a place for Western hobby-sports activities and were the means to generalize collective and dynamic activities through summer school and various sport games. At the same time, there were places for deviation from the existing social norms when it was combined with entertainment facilities. The commercialization of amusement took place in the form of an artificial entertainment culture within an artificial environment. First, the scenery was artificially constructed and this scenery created the image of paradise such as 'captivating summer vacation spot' and 'water kingdom'. This was the result of the combined intentions of the colonial authority, the railroad company and the amusement corporation to produce economic profits and encourage development in the area. Second, an artificial spectacle was constructed using nature as the backdrop. Buildings of various styles created a modernized and exotic image when they were combined with each other. Artifacts such as breakwaters and arcades created new attractions for people that enabled them to view both nature and the crowds from a whole different perspective. Third, pleasure grounds contributed to the advent of passive users who would just follow the given use and instructions. In this way, one can find the prototype of popular entertainment places of today such as sightseeing complexes, amusement parks, and theme parks through the construction of amusement grounds as a place for providing dynamic activities.

Semiological Implication of Dance Images in TV Advertisement (TV광고에 나타난 무용이미지의 기호학적 의미에 관한 연구)

  • Park, Ayoung
    • Trans-
    • /
    • v.1
    • /
    • pp.21-44
    • /
    • 2016
  • Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.

  • PDF

The new explore of the animated content using OculusVR - Focusing on the VR platform and killer content - (오큘러스 VR (Oculus VR)를 이용한 애니메이션 콘텐츠의 새로운 모색 - VR 플랫폼과 킬러콘텐츠를 중심으로 -)

  • Lee, Jong-Han
    • Cartoon and Animation Studies
    • /
    • s.45
    • /
    • pp.197-214
    • /
    • 2016
  • Augmented Reality, virtual reality in recently attracted attention throughout the world. and Mix them mixed reality etc., it has had a significant impact on the overall pop culture beyond the scope of science and technology. The world's leading IT company : Google, Apple, Samsung, Microsoft, Sony, LG is focusing on development of AR, VR technology for the public. The many large and small companies developed VR hardware, VR software, VR content. It does not look that makes a human a human operation in the cognitive experience of certain places or situations or invisible through Specific platforms or program is Encompass a common technique that a realization of the virtual space. In particular, out of the three-dimensional image reveals the limitations of the conventional two-dimensional structure - 180, 360 degree images provided by the subjective and objective symptoms such as vision and sense of time and got participants to select it. VR technology that can significantly induce the commitment and participation is Industry as well as to the general public which leads to the attention of colostrum. It was introduced more than 10 related VR works Year 2015 Sundance Film Festival New Frontier program. The appearance VR content : medical, architecture, shopping, movies, animations. Also, 360 individuals can be produced by the camera / video sharing VR is becoming an interactive tunnel between two possible users. Nevertheless, This confusion of values, moral degeneration and the realization of a virtual space that has been pointed out that the inherent. 4K or HUD, location tracking, motion sensors, processing power, and superior 3D graphics, touch, smell, 4D technology, 3D audio technology - It developed more than ever and possible approaches to reality. Thereafter, This is because the moral degeneration, identity, generational conflict, and escapism concerns. Animation is also seeking costs in this category Reality. Despite the similarities rather it has that image, and may be the reason that the animation is pushed back to the VR content creation. However, it is focused on the game and VR technology and the platform that is entertaining, but also seek new points within the animation staying in the flat Given that eventually consist of visual images is clear that VR sought. Finally, What is the reality created in the virtual space using VR technology could be applied to the animation? So it can be seen that the common interest is research on what methods and means applied.

Mega-Sporting Events from the Perspective of Russian Cultural Policy in the 21st Century (21세기 러시아 문화정책 차원에서 바라본 메가 스포츠이벤트)

  • Song, Jung Soo
    • Cross-Cultural Studies
    • /
    • v.43
    • /
    • pp.289-326
    • /
    • 2016
  • The strategy of "soft power" in the foreign and internal policies of modern Russia is one of the important factors in the implementation of public policies, and the influence of soft power is increasingly becoming stronger and gaining new forms and methods of implementation. The Russian government exerts efforts to form a positive image of Russia in the international arena, in order to strengthen the country's competitiveness, based on active use of "soft power." Currently, Russian cultural policy is developing in two main directions. In the internal policy sphere, the Russian government emphasizes national unity and civic solidarity, and fosters a sense of patriotism and national pride. In the sphere of foreign policy, the Russian government is attempting to regain its status as a great power and to create a new image of Russia that is different from that of the former Soviet Russia. In this article, we examine and analyze various aspects of the hidden political mechanisms involved in mega-sporting events, in particular the Sochi Olympics, from the viewpoint of Russian internal and foreign policy. We address the major functions of mega-sporting events and their influence in the political realm. The political impact of mega-sports projects can even compensate for economic losses incurred during the preparation and hosting of the Olympic games. In this respect, we can define mega-sporting events as one of the main components of soft power; such events reflect the basic directions of internal and foreign policy in post-Soviet Russia, which are to form and promote an image of Russia using national branding. In order to fairly and objectively analyze the recognition and perception held by Russians of the significance of mega-sporting events, in this work, we carefully studied the results of various surveys conducted by the Russian research organization VCIOM (Russian Public Opinion Research Center) before and after Russia hosted the Winter Olympic games in Sochi (2014) and the Summer Olympic games in Kazan (2013). Furthermore, on the basis of the ranking of national brands by Simon Anholt (Anholt Nation Brands Index - NBI), and on the basis of the ranking of 100 national brands conducted by the British consulting company "Brand Finance" (Brand Finance Nation Brands 100), we minutely trace the development and qualitative change in Russia's image and the role of the mega-sporting projects. This article also examines the Kremlin's internal and foreign policies that were successfully carried out in practical terms. This study contributes to the understanding of the value of mega-sporting events from the point of view of cultural policy of the current ruling party of Russia. This standpoint allows us to outline the main directions of Russian cultural policy and to suggest perspectives on the branding strategy of modern Russia, including strategies related to consolidating Russia's position in the international arena.

Playing Trauma -A Study on the Representation of History in Taiwan Horror Game Detention (플레잉 트라우마 -대만 호러게임 <반교>의 역사 재현 연구)

  • Bae, Ju-Yeon
    • Journal of Popular Narrative
    • /
    • v.26 no.2
    • /
    • pp.87-122
    • /
    • 2020
  • This study explores the method of representation of traumatic history in 2D horror game Detention developed by Taiwan game production company Red Candle through an analysis of its method of storytelling. Unlike conventional public media, video/digital games are based on interactivity, in which game players engage in the narratives. Thus, the relationship between players and the history in the game world may also change. This research investigates how the players build their way of remembering and recognizing the past in a different relationship. Detention, which was well received, not only in Taiwan but also around the world upon its launch in 2017, is set in a middle school during the martial law era in Taiwan in the 1960s. In the game, the main character encounters her lost memories in the process of following clues and game rules, and finally realizes she is implicated in the 1960s' event. Detention was cinematized after the success of the game. The film achieved enormous popularity both in terms of box office success and criticism. In this paper, the strategy of the game's storytelling is introduced in comparison to the film's approach in the representation of historical events. In particular, the paper explores elements such as the interactivity of the game medium, narrative fragmentation, quests, hints and cues, and the horror genre, that asks users to understand history beyond the game world differently from the point of view of other media. Though this study, it can be considered that the digital game is a medium exploring history in a serious manner. In particular, Detention invokes the matter of game-mnemonics as well as cine-mnemonics. Compared to plentiful research in cine-mnemonics, game-mnemonics has not been extensively studied to date. Therefore, through the analysis of Detention, this paper explores the relationship between digital games, history and memory.

The Effect of Preferential Purchase Policy for Technologically Developed Products on Growth of SMEs (기술개발제품 우선구매 제도가 중소기업의 성장에 미치는 영향)

  • Young-Jin Kim;Yong-Seok Cho;Woo-Hyoung Kim
    • Korea Trade Review
    • /
    • v.48 no.3
    • /
    • pp.43-68
    • /
    • 2023
  • In this study, in relation to "Chapter 3 Support for Priority Purchase of Technology Development Products" of the 「Market Channel Support Act」, this study investigated the positive growth impact of technology development products subject to preferential purchase on small and medium sized enterprises. The data used for empirical verification is for 371 companies that obtained certification for technology development products subject to preferential purchase in 2016 and Data from SMEs were collected from 2017 to 2021, Sales, operating profit, and net profit was identified, and empirical verification. And conducted through statistical analysis to determine whether it had a positive effect on the growth factors of SMEs. In addition, data from 225 technology development product certification companies were collected, and empirical testing was conducted through t-test analysis on the change in growth factors before and after acquiring certification. As a result of statistical analysis, it was found that the total assets, certified sales, operating profit, and net profit, which are the growth factors of a company, are all positively affected according to the type of technology development product certification. However, in the case of authentication types, some authentications showed significant negative results. In addition, significant results were derived that after acquiring certification had a positive effect on growth factors than before acquiring certification. Consistent with this conclusion, I think that it is effective for technology development-based SMEs to enter the public procurement market and utilize the technology development product priority purchase policy for market exploitation and corporate growth. And the government should strengthen the market support policy to create demand so that SMEs can enter the procurement market and actively utilize the preferential purchase system, and come up with an improvement plan so that public institutions can actively utilize the preferential purchase system.

The Characteristics and Performances of Manufacturing SMEs that Utilize Public Information Support Infrastructure (공공 정보지원 인프라 활용한 제조 중소기업의 특징과 성과에 관한 연구)

  • Kim, Keun-Hwan;Kwon, Taehoon;Jun, Seung-pyo
    • Journal of Intelligence and Information Systems
    • /
    • v.25 no.4
    • /
    • pp.1-33
    • /
    • 2019
  • The small and medium sized enterprises (hereinafter SMEs) are already at a competitive disadvantaged when compared to large companies with more abundant resources. Manufacturing SMEs not only need a lot of information needed for new product development for sustainable growth and survival, but also seek networking to overcome the limitations of resources, but they are faced with limitations due to their size limitations. In a new era in which connectivity increases the complexity and uncertainty of the business environment, SMEs are increasingly urged to find information and solve networking problems. In order to solve these problems, the government funded research institutes plays an important role and duty to solve the information asymmetry problem of SMEs. The purpose of this study is to identify the differentiating characteristics of SMEs that utilize the public information support infrastructure provided by SMEs to enhance the innovation capacity of SMEs, and how they contribute to corporate performance. We argue that we need an infrastructure for providing information support to SMEs as part of this effort to strengthen of the role of government funded institutions; in this study, we specifically identify the target of such a policy and furthermore empirically demonstrate the effects of such policy-based efforts. Our goal is to help establish the strategies for building the information supporting infrastructure. To achieve this purpose, we first classified the characteristics of SMEs that have been found to utilize the information supporting infrastructure provided by government funded institutions. This allows us to verify whether selection bias appears in the analyzed group, which helps us clarify the interpretative limits of our study results. Next, we performed mediator and moderator effect analysis for multiple variables to analyze the process through which the use of information supporting infrastructure led to an improvement in external networking capabilities and resulted in enhancing product competitiveness. This analysis helps identify the key factors we should focus on when offering indirect support to SMEs through the information supporting infrastructure, which in turn helps us more efficiently manage research related to SME supporting policies implemented by government funded institutions. The results of this study showed the following. First, SMEs that used the information supporting infrastructure were found to have a significant difference in size in comparison to domestic R&D SMEs, but on the other hand, there was no significant difference in the cluster analysis that considered various variables. Based on these findings, we confirmed that SMEs that use the information supporting infrastructure are superior in size, and had a relatively higher distribution of companies that transact to a greater degree with large companies, when compared to the SMEs composing the general group of SMEs. Also, we found that companies that already receive support from the information infrastructure have a high concentration of companies that need collaboration with government funded institution. Secondly, among the SMEs that use the information supporting infrastructure, we found that increasing external networking capabilities contributed to enhancing product competitiveness, and while this was no the effect of direct assistance, we also found that indirect contributions were made by increasing the open marketing capabilities: in other words, this was the result of an indirect-only mediator effect. Also, the number of times the company received additional support in this process through mentoring related to information utilization was found to have a mediated moderator effect on improving external networking capabilities and in turn strengthening product competitiveness. The results of this study provide several insights that will help establish policies. KISTI's information support infrastructure may lead to the conclusion that marketing is already well underway, but it intentionally supports groups that enable to achieve good performance. As a result, the government should provide clear priorities whether to support the companies in the underdevelopment or to aid better performance. Through our research, we have identified how public information infrastructure contributes to product competitiveness. Here, we can draw some policy implications. First, the public information support infrastructure should have the capability to enhance the ability to interact with or to find the expert that provides required information. Second, if the utilization of public information support (online) infrastructure is effective, it is not necessary to continuously provide informational mentoring, which is a parallel offline support. Rather, offline support such as mentoring should be used as an appropriate device for abnormal symptom monitoring. Third, it is required that SMEs should improve their ability to utilize, because the effect of enhancing networking capacity through public information support infrastructure and enhancing product competitiveness through such infrastructure appears in most types of companies rather than in specific SMEs.

The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty (기업사회책임활동적인지인지동기류형대고객충성도적영향(企业社会责任活动的认知认知动机类型对顾客忠诚度的影响))

  • Kim, Kyung-Jin;Park, Jong-Chul
    • Journal of Global Scholars of Marketing Science
    • /
    • v.19 no.3
    • /
    • pp.5-16
    • /
    • 2009
  • Corporate social responsibility (CSR) activities have been shown to be potential factors that can improve corporate image and increase the ability of corporations to compete. However, most previous studies related to CSR activities investigated how these activities influence product and corporate evaluation, as well as corporate image. In addition, some researchers treated consumers' perceptions of corporate motives as moderator variables in evaluating the relationship between corporate social responsibilities and consumer response. However, motive-based theories have some weaknesses. Corporate social responsibility activities cause two motives(egoistic vs. altruistic) for consumers, but recently, Vlachos et al. (2008) argued that these motives should be segmented. Thus, it is possible to transform the original theory into a modified theory model (persuasion knowledge model, PKM). Vlachos et al. (2008) segmented corporate social responsibility motives into four types and compared the effects of these motives on customer loyalty. Prior studies have proved that CSR activities with positive motives have positive influences on customer loyalty. However, the psychological reasons underlying this finding have not been determined empirically. Thus, the objectives of this research are twofold. First, we attempt to determine why most customers favor companies that they feel have positive motives for their corporate social responsibility activities. Second, we attempt to measure the effects of consumers' reciprocity when society benefits from corporate social responsibility activities. The following research hypotheses are constructed. H1: Values-driven motives for corporate social responsibility activities have a positive influence on the perceived reciprocity. H2: Stakeholder-driven motives for corporate social responsibility activities have a negative influence on the perceived reciprocity. H3: Egoistic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H4: Strategic-driven motives for corporate social responsibility activities have a negative influence on perceived reciprocity. H5: Perceived reciprocity for corporate social responsibility activities has a positive influence on consumer loyalty. A single company is selected as a research subject to understand how the motives behind corporate social responsibility influence consumers' perceived reciprocity and customer loyalty. A total sample of 200 respondents was selected for a pilot test. In addition, to ensure a consistent response, we ensured that the respondents were older than 20 years of age. The surveys of 172 respondents (males-82, females-90) were analyzed after 28 invalid questionnaires were excluded. Based on our cutoff criteria, the model fit the data reasonably well. Values-driven motives for corporate social responsibility activities had a positive effect on perceived reciprocity (t = 6.75, p < .001), supporting H1. Morales (2005) also found that consumers appreciate a company's social responsibility efforts and the benefits provided by these efforts to society. Stakeholder-driven motives for corporate social responsibility activities did not affect perceived reciprocity (t = -.049, p > .05). Thus, H2 was rejected. Egoistic-driven motives (t = .3.11, p < .05) and strategic-driven (t = -4.65, p < .05) motives had a negative influence on perceived reciprocity, supporting H3 and H4, respectively. Furthermore, perceived reciprocity had a positive influence on consumer loyalty (t = 4.24, p < .05), supporting H5. Thus, compared with the general public, undergraduate students appear to be more influenced by egoistic-driven motives. We draw the following conclusions from our research findings. First, value-driven attributions have a positive influence on perceived reciprocity. However, stakeholder-driven attributions have no significant effects on perceived reciprocity. Moreover, both egoistic-driven attributions and strategic-driven attributions have a negative influence on perceived reciprocity. Second, when corporate social responsibility activities align with consumers' reciprocity, the efforts directed towards social responsibility activities have a positive influence on customer loyalty. In this study, we examine whether the type of motivation affects consumer responses to CSR, and in particular, we evaluate how CSR motives can influence a key internal factor (perceived reciprocity) and behavioral consumer outcome (customer loyalty). We demonstrate that perceived reciprocity plays a mediating role in the relationship between CSR motivation and customer loyalty. Our study extends the research on consumer CSR-inferred motivations, positing them as a direct indicator of consumer responses. Furthermore, we convincingly identify perceived reciprocity as a sub-process mediating the effect of CSR attributions on customer loyalty. Future research investigating the ultimate behavior and financial impact of CSR should consider that the impacts of CSR also stem from perceived reciprocity. The results of this study also have important managerial implications. First, the central role that reciprocity plays indicates that managers should routinely measure how much their socially responsible actions create perceived reciprocity. Second, understanding how consumers' perceptions of CSR corporate motives relate to perceived reciprocity and customer loyalty can help managers to monitor and enhance these consumer outcomes through marketing initiatives and management of CSR-induced attribution processes. The results of this study will help corporations to understand the relative importance of the four different motivations types in influencing perceived reciprocity.

  • PDF