Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Developing a Scale for Measuring the Social Responsibility of a Fashion Brand

패션브랜드의 사회적 책임활동 측정 척도 개발

  • Kang, Ji-Hyun (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Kim, Hyun-Hee (Dept. of Fashion Design, Sungkyunkwan University)
  • 강지현 (성균관대학교 의상학과) ;
  • 김현희 (성균관대학교 의상학과)
  • Received : 2012.01.25
  • Accepted : 2012.06.19
  • Published : 2012.09.30
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Abstract

Much of the conceptual work in the field of Corporate Social Responsibility(CSR) originated from studies that were conducted in general corporations; however, many issues were peculiar to the area of fashion brand social responsibility. The purpose of this study is to develop a scale to measure the social responsibility of fashion brands in order to establish a specific, scientifically based marketing strategy. Through a literature review that disclosed 59 items regarding CSR and results from focus group interviews and exploratory factor analyses, we developed 23 items pertaining to fashion brand social responsibility. The measurement items were organized into five dimensions: economic, legal, ethical, environmental, and philanthropic responsibility. We found the 23-item scale to have good reliability and validity. We also found that fashion brand social responsibility positively influenced brand loyalty, including repurchase intention, continuance intention, and word of mouth. Thus, strategic planning for social responsibility in regards to fashion brands is essential in order to secure loyal customers, for both domestic and foreign brands compete in the fashion market.

Keywords

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