지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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This study explores the ideal corporate social responsibility(CSR) that fashion consumers expect from a fashion firm in the identification of dimensions and levels of consumer expectations as well as examines the impact of CSR expectations on customer-base brand equity. The data of 315 adults were collected through a nationwide online survey.
In order to analyze the data, this study employed Confirmatory factor analysis (CFA), paired t-test, structural equation modeling(SEM), and descriptive analysis. This study first identified seven fashion CSR expectations (environmental, ethical,social, internal management, philanthropic, economic, and legal expectations). Internal management and environmental activities were highly expected from fashion firms; however, economic activity was low in expectations. Five models separately tested the relationship between CSR expectations and brand equity (trustworthiness, attachment, performance,social image, and value). Economic, environmental, internal management, social and ethical CSR expectations influenced customer-based brand equity; however, philanthropic and legal expectations did not influence any dimension of customer-based brand equity. This study provides a framework of ideal CSR from a consumer perspective and suggests that fashion marketers should focus on economic, environmental, internal management, social and ethical CSR activities to meet the expect Haitians of fashion consumers and build stronger brand equity.
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참고문헌 (24)
참고문헌 신청
Arli, D. I. / 2010 / Consumers’ perception of corporate social responsibility in a developing country / International Journal of Consumer Studies 34 (1) : 46 ~ 51
Auger, P. / 2003 / What will consumers pay for social product features? / Journal of Business Ethics 42 (3) : 281 ~ 304
Aupperle, K. E. / 1985 / An empirical examination of the relationship between corporate social responsibility and profitability / Academy of Management Journal 28 (2) : 446 ~
Babin, B. J. / 2009 / CB. Mason / South-Western Cengage Learning
Becker-Olsen, K. L. / 2006 / The impact of perceived corporate social responsibility on consumer behavior / Journal of Business Research 59 (1) : 46 ~ 53
Auger, P. / 2003 / What will consumers pay for social product features? / Journal of Business Ethics 42 (3) : 281 ~ 304
Aupperle, K. E. / 1985 / An empirical examination of the relationship between corporate social responsibility and profitability / Academy of Management Journal 28 (2) : 446 ~
Babin, B. J. / 2009 / CB. Mason / South-Western Cengage Learning
Becker-Olsen, K. L. / 2006 / The impact of perceived corporate social responsibility on consumer behavior / Journal of Business Research 59 (1) : 46 ~ 53
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