Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
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Research on the Effects of Corporate Social Responsibility : Corporate Image and Purchase Intention Perspective

사회공헌활동 효과에 기업 이미지 및 구매 의도에 미치는 영향에 관한 연구

  • 이장혁 (고려대학교 경영대학) ;
  • 이승민 (롯데백화점 에비뉴엘팀 마케팅) ;
  • 김상용 (고려대학교 경영대학) ;
  • 우원석 (이화여자대학교 국제학부)
  • Published : 2008.06.30
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Abstract

The rising importance of sustainable development led major corporations to pay attention to customer communication with regard to corporate social responsibility (CSR). This research shed light on the impact of CSR related actions. Our findings show that their effect on corporate image and purchase intention strengthens as they are closely related to the corporation's business area. As well, the purchase intention effect is found to be higher in case of high involvement products than that in case of low involvement ones.

Keywords

References

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