• Korean Management Science Review
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• v.31 no.4
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• pp.117-134
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• 2014

Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilities of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and company-consumer identification is analyzed. A questionnaire survey was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows: First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, and company-consumer identification, Second, legal/ethical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consumer identification. Third, in the case of discretionary responsibilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision makers to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.

• Journal of Global Scholars of Marketing Science
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• v.17 no.3
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• pp.21-37
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• 2007

This research investigates relationships between a company's corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships. Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.

• International Area Studies Review
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• v.13 no.1
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• pp.189-217
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• 2009

This study is to learn if and how company-consumer identification in regard of Chinese consumers influences the consumers' behavioral responses with their evaluation on Korean products. To be learned also is differential influences on company-consumer identification generated by two different factors of corporate image, which are corporate ability and corporate social responsibility, through Structural Equation Modeling. The results obtained by actual analysis are as follows. First, both corporate ability and corporate social responsibility turn out to be positively influential on company-consumer identification. Second, the company-consumer identification as to the Korean companies displayed by Chinese consumers induces positive influences on Korean products, which in turn induces positive influences on Chinese consumers' behavioral responses. These results suggest that in the future the Korean companies already settled in China not only need to enhance corporate ability but also have to give efforts on corporate social responsibility in order to improve their continuous and long-term relationship with Chinese consumers.

• Journal of Industrial Convergence
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• v.17 no.4
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• pp.59-67
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• 2019

This study examined the effects of corporate social responsibilities on company-consumer identification, Loyalty, purchase intention and trust. Questionnaires were distributed to 300 members of corporations. Of the returned questionnaires, 233 questionnaires were used for empirical study. Analysis of linear structural equation was used to test the model and the hypotheses. The overall adequacy was found to be allowable. Several important findings emerged from this research. First, corporate social responsibilities was related with company-consumer identification. Second, company-consumer identification had positive influences on purchase intention and trust. Third, trust was related with purchase intention. This study provides guidelines to help managers better understanding how to increase company-consumer identification, purchase intention and consumer's trust and make better decisions about procedures, outcomes and interactions for their consumers.

• Journal of Digital Convergence
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• v.17 no.9
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• pp.105-114
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• 2019

This study examined the causal relationship between CSV and brand image and consumers' behavioral intentions by structural equation model using psychological variables such as CSV intentionality and company-consumer identification. 198 questionnaires were used to test 8 hypotheses using Smart PLS 2.0. Results are as follows: First, two hypotheses were rejected that CSV had a negative effect on CSV intentionality and CSV intentionality had a negative effect on brand image. Second, CSV has a positive effect on company-consumer identification and company-consumer identification has a positive effect on brand image, purchase intention, and willingness to pay. This study suggests the necessity of enhancing customer participation and communication for the company to establish CSV strategies.

• Fashion & Textile Research Journal
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• v.16 no.5
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• pp.756-765
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• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• International Commerce and Information Review
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• v.15 no.3
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• pp.155-173
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• 2013

Since the 1990s, Corporate Social Responsibility (CSR) issues have been attracting more and more attention from companies and researchers alike. The purchasing behavior of consumers is directly related to not only a company's financial performance, but also the future development of the company. Much of the previous research regarding CSR has mainly focused on the perspectives of enterprises. This paper aims to study the impact of CSR on purchase intention in three aspects - consumer, company and country. We decided to use Samsung to describe the impact of CSR on consumer purchase intentions in China. The results of this study revealed that CSR has a positive impact on the consumer-company identification, corporate reputation and country of origin image. Consumer-company identification turned out to be amore important moderator between CSR and consumers' purchase intentions than country of origin image and corporate reputation.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.8
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• pp.157-166
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• 2021

In the past four decades, corporate social responsibility (CSR) issues have grown substantially due to the increasing demand for transparency and growing expectations that corporations should manage and improve their social, environmental, and economic performance. As a result, most organizations, companies, and governments provide CSR reports, while a large number of companies are still engaged in defining and integrating CSR into several aspects of their business. CSR is an obligation to society (Lee, 2020). The linkage between CSR and consumer-company identification (CCI) is important under company stakeholders. Consumers who care about those issues often change their shopping habits to bring greater value to the community. They will avoid buying environmentally or socially harmful products, and actively seek the products and services of the companies that carry out social responsibility. Companies conducting CSR activities such as charity works or environmental activities will be easy to associate as a responsible organization for always meeting the necessity of society. Therefore, companies must consider CSR a long-term strategy. The strategic approach to CSR plays an increasingly significant part in the business competitiveness - which helps create companies' values while gains trust and respect from the consumers, partners in particular, and the social community in general. This study is conducted to show evidence from project-based organizations about the CSR factors that influence consumer loyalty and the impact level of those factors on customer loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.3
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• pp.149-157
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• 2022

The primary goal of this study is to investigate the impact of social capital on consumer attitudinal evaluations. We propose a hypothetical receptacle, thereby applying a mediation framework because of social capital. We expect that increasing social capital would improve brand image and consumer-company (C-C) identification, resulting in positive in-role and extra-role customer behavior toward the brand. Data was collected from 425 respondents primarily from Karachi's five zones (East, West, North, South, and Central) and analyzed using confirmatory component analysis and structural equation design. The findings showed that social capital had a positive and significant relationship with customer extra-role behavior, as well as two mediators, brand image and consumer business identity. Furthermore, both mediators have a significant impact on both in-role and extra-role behavior. However, there is no evidence that social capital has a direct impact on in-role behavior. This study will help businesses in gaining a competitive advantage by concentrating on social capital to improve their brand image and customer relationship.

• Asia-Pacific Journal of Business
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• v.9 no.4
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• pp.201-221
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• 2018

The purpose of this study is to investigate the relationship between association of a company's CSV activity and association of corporative competence and consumers' self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporate identification as well as how these factors influenced on brand loyalty. The paper attempts to examine authenticity of CSV activity and product plays a moderating role when association of CSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A target company was selected by investigates. The company is one manufactures as well as implements CSV activities as a means of ethical management. The results indicated that CSV association and corporative competence are closely related to the self-brand connection. Such attitude in turn affected the consumers' formation of self-and corporate-identification and brand loyalty. Authenticity of CSV activity and product was proven to play a moderating variables for brand loyalty and perception of company.