The Influence of Consumers' Knowledge for Corporate Social Responsibility on Brand Evaluation: Focusing on Chinese Consumers

기업의 사회적 책임에 대한 소비자의 지식이 제품브랜드의 평가에 미치는 영향에 관한 연구: 중국 소비자를 중심으로

Both industrial interest and academic research are increasingly focusing on the need to institute a business environment whereby Corporate Social Responsibility (CSR) assumes a major role. It is suggested that four kinds of responsibilities constitute total CSR: economic, legal, ethical, and philanthropic responsibilities. Consumers tend to obtain positive perceptions toward the companies which collectively or partially fulfill these responsibilities. Moreover, the company image transfer process is the influence of consumer attitudes toward certain brands on overall evaluation of the company. To understand the image transfer process, we examine the influence of CSR level evaluation on overall brand evaluation in China, where active competitions among global brands exist.