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The Effect of Economic Value Creation and Social Value Creation on Corporate Image: Focusing on the Moderating Effect of Authenticity
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경제적 가치창출과 사회적 가치창출이 기업이미지에 미치는 영향 -진정성의 조절효과를 중심으로-

논문 기본 정보

Type
Academic journal
Author
Kong Hai-Yan (충북대학교 경영정보학과) Kwon Sun-dong (충북대학교)
Journal
대한경영정보학회 경영과 정보연구 경영과 정보연구 제40권 제4호 KCI Accredited Journals
Published
2021.12
Pages
1 - 29 (29page)
DOI
10.29214/damis.2021.40.4.001

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The Effect of Economic Value Creation and Social Value Creation on Corporate Image: Focusing on the Moderating Effect of Authenticity
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Although companies are striving to gain a continuous competitive advantage and meet social needs in a fiercely competitive environment, it is not easy to maintain a good corporate image for consumers. Companies have been carrying out corporate social responsibility (CSR) activities to improve their corporate image. However, these activities have now reached their limits. Accordingly, companies are carrying out shared value creation (CSV) activities to solve social problems by linking them with the economic activities of companies. Through this, companies are enhancing corporate competitiveness and social prosperity together. It is necessary to empirically verify the CSV activities and performance of these companies from the point of view of consumers rather than companies. In addition, even if a company performs CSV activities, if consumers do not sincerely recognize these activities or underestimate the value of the company's activities, CSV activities may not lead to business performance. Therefore, it is necessary to study the difference in the impact of corporate CSV activities on performance according to consumers' perception of authenticity. Thus in this study, the impact of these corporate CSV activities on the corporate image and how authenticity moderates this effect was analyzed. The study results are summarized as follows. First, it was verified that the economic value creation of core competencies, win-win cooperation, and environmental management had a positive effect on the corporate image, and that the social value creation of ethical management, social contribution, and social coexistence had a positive effect on the corporate image. Second, it was confirmed that the effect of economic value creation on the corporate image differs according to the consumer's perception of the authenticity of the company's CSV activities. Third, the effect of social value creation on the corporate image was found to be higher as the authenticity increased. This study expands existing research by demonstrating the relationship between CSV activities and performance, which has been theoretically suggested and partially verified. This study is meaningful in that CSV activities of companies was studied from the third point of view of consumers, and that the impact of the company's CSV activities was analyzed objectively and in-depth in terms of authenticity of consumers.
#CSV #경제적 가치창출 #사회적 가치창출 #기업이미지 #진정성 #CSV #Economic Value Creation #Social Value Creation #Corporate Image #Authenticity

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강윤지 / 2021 / CSV 진정성에 대한 내부 이해관계자들의 인식이 경영성과에 미치는 영향 : 조직몰입·조직 신뢰·혁신성을 중심으로 / 광고학연구 32(3):69~95 dbpia 강진수 / 2021 / 고객충성도 제고를 위한 정보공유와 CSV 활동 / 경영과 정보연구 40(3):59~78 dbpia 구윤희 / 2015 / CSR 진정성 효과 연구: CSR에 대한 기업의 실제 동기와 표현 동기 일치 여부를중심으로 / 홍보학연구 19(4):27~54 dbpia 구혜경 / 2015 / 공유가치로서 노인 일자리 창출의 가능성 탐색 - 국내외 공유가치창출 사례 분석을 중심으로 - / 소비자정책교육연구 11(3):41~74 dbpia 김소형 / 2009 / 환경경영 전략유형에 따른 이해관계자 중요성 및 성과 차이에 관한 연구 / ECO 13(2):209~234 dbpia

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