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Effects of corporate social responsibility on consumer credibility perception and attitude toward luxury brands

Title
Effects of corporate social responsibility on consumer credibility perception and attitude toward luxury brands
Authors
Jin Y.-J.Park S.-C.Yoo J.-W.
Ewha Authors
진용주
Issue Date
2017
Journal Title
Social Behavior and Personality
ISSN
0301-2212JCR Link
Citation
Social Behavior and Personality vol. 45, no. 5, pp. 795 - 808
Keywords
Brand attitudeCorporate credibilityCorporate social responsibilityLuxury goods
Publisher
Society for Personal Research
Indexed
SSCI; SCOPUS WOS scopus
Document Type
Article
Abstract
We examined the effect of corporate social responsibility (CSR) on consumer behavior in relation to luxury brands. We adopted a 2 × 3 factorial design to examine 2 product types (rational and emotional) and 3 types of CSR activities (donations, employee volunteering, and nonperformance of CSR) to examine the effects of the CSR activities of a company manufacturing a luxury brand on consumers’ perceptions of that company’s credibility and the consumers’ brand attitudes. The results showed that after CSR exposure there was no significant difference for the three measures, regardless of product type or CSR activity. However, we found statistically significant differences in brand attitude and perception of credibility when companies did not engage in CSR activities. © 2017 Scientific Journal Publishers Limited. All Rights Reserved.
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DOI
10.2224/sbp.5897
Appears in Collections:
부속기관 > 기업가센터 > Journal papers
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