• Korean journal of communication and information
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• v.56
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• pp.237-256
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• 2011

The goal of this study is to examine consumers' cognition for the corporate social responsibility(CSR) and opinion to practical use of CSR on advertising (ex. corporate PR) in situation that CSR is treated with long-term and continuous activity in strategic marketing. The results of survey in this study are, first, the best effective method of CSR to introduce is TV or radio program placed first, internet came second, and followed by advertising. But the cognition process of CSR is internet palaced first in frequency. Thus it is very important to use of new media as a internet with regard to CSR. Second, respondents have thought positively about CSR and to practical use of CSR on advertising. But respondents answered that CSR is not enough though it's importance. Therefore marketers of companies is needed to transfer direction of CSR accord with consumers' liking and taste. Third, consumers have recognized that CSR in connection with characteristics core business of the companies. It is, image of company is not detached with CSR, more effective that CSR reflected characteristics of the company. Fourth, consumers have thought to active for CSR that the companies they like. Finally, these results are showed that is important brand management and corporate image management in strategic and macroscopic level include CSR.

• Asia Marketing Journal
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• v.20 no.1
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• pp.1-21
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• 2018

An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR-CFP link relies. In this study, firms' marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, a test is conducted to prove whether MCC moderates the relationship between CSR and firm financial performance. The empirical results support the hypothesis that MCC strengthens the effect of CSR on CFP. Through the findings, this research provides several interesting and important implications to the literature and managers of service firms.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.2
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• pp.274-287
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• 2019

Most corporations engage in Corporate Social Responsibility (CSR) activities. Consumers are aware of CSR activities in different domains and use the perception and evaluation in purchase decision making. This study reveals how the relationship between consumer perception about a fashion corporation's CSR activities and product evaluation (such as perceived expertise and attractiveness) affects behavioral intention. This study discussed implications for store designs depending on whether it is actively engaging in CSR communication. Two virtual fashion store images of modern or eco design were used as stimuli. The study was conducted from July to August, 2018 based on women in their 20s and 30s. We collected 154 eco designs and 157 modern design responses. The findings of the study show that consumer perceptions of CSR activities affected perceived expertise and attractiveness. Further, perceived expertise and attracti-veness led to purchase intention and time spent in the store. The store design variation had no differences in mean values of consumer perception; however, evaluation and purchase intention indicated that a varied store design emphasized different corporation capabilities.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.313-323
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• 2016

Companies are investing in CSR activities as a way to fulfill their societal obligations. It is expected that companies' CSR activities would be an effective investment to enhance corporate image, leading to consumers' purchase behavior. However, sometimes, CSR activities have a null or negative effect on the evaluation of company. The purpose of this research is to find ways to solve these problems and it reviews some research concerning donation and introduce these research into CSR. Specifically, this study examines the effect of CSR beneficiary appeals on the attractiveness of corporate identity and the mediating role of the inferred motives of CSR. The results show that consumers evaluate the corporate identity less attractive which employ the self-benefit CSR appeal. In addition, the findings also suggest that the effect of the CSR beneficiary appeal on the attractiveness of corporate identity is mediated by the inferred motives. These results suggest some managerial implications concerning communication guidelines of CSR. Specifically, companies need to communicate sincere motives of CSR rather than business.

• Journal of the Korea Society of Computer and Information
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• v.21 no.5
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• pp.65-71
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• 2016

Bluetooth technology(BT) is a standard for short distance wireless communication and widely used to connect and control various electronic and telecommunication devices without wires, where CSR8670 chip is generally adopted. These BT devices are required to comply with BT specification and the equipments for conformance test are also important. However, the existing BT testing methods have inconvenience in that they are mostly time-consuming procedure due to not only repetitive execution for each evaluation element but also error-prone nature of manual experiments. This paper proposes an automated BT communication test method using CSR8670 chip, which solves the problems related to manual testing methods. The proposed method can reduce the development period of BT products and guarantee the quality improvement owing to the exact system error detection capability.

• International Journal of Internet, Broadcasting and Communication
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• v.11 no.4
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• pp.59-64
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• 2019

The purpose of this research is to examine the relationship between corporate social responsibility (CSR), green supply chain management (GSCM) practices, and business performances. After reviewing the extensive literature, we developed a research model including five constructs: CSR, GSCM practices, environmental, economic and operational performances. We conducted the statistical analyses based on the primary data collected from a survey questionnaire, responded by 93 different company managers in the Republic of Guatemala. Furthermore, we utilized structural equation modeling to analyze the data and to test the hypotheses. The results of the analyses showed that there is a significant influence of CSR on the adoption of GSCM practices. It was also found that GSCM practices have a significant influence on environmental, economic and operational performances. In addition, environmental performance has a significant impact on economic and operational performance. Finally, GSCM has a mediating role on the relationship between CSR and environmental and economic performance, but not with operational performance.

• Asian Journal for Public Opinion Research
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• v.11 no.3
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• pp.182-200
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• 2023

A recent nationwide survey reported that South Koreans perceive large corporations as the party that should be the most responsible for tackling climate change. This public opinion result offers insight into the argument that defining who is responsible for the climate change issue can guide campaigners and policymakers in designing effective communication strategies. This study examines how attributing responsibility to large corporations can affect behavioral intention to support government policy and regulation via a moderated mediation model of the perceived risk of climate change and corporate social responsibility (CSR). A nationwide online survey of 295 South Koreans was conducted. The findings reveal an indirect effect of responsibility attribution on behavioral intention through risk perception. Moreover, perceived CSR moderated the causal link between risk perception and behavioral intention, such that South Koreans reported higher levels of behavioral intention when they reported higher CSR. However, perceived CSR failed to moderate the indirect effect. These findings have implications for communication processes and policymaking to address climate change problems in South Korea.

• Journal of Convergence for Information Technology
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• v.7 no.6
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• pp.253-258
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• 2017

The purpose of this study is to measure the difference of corporate social responsibility(hereinafter referred to as "CSR") effects on SME's depending on the level of business risk perception. For this aim, we divided the analysis target SEM's into two groups according to the level of business risk perception and examine whether there is any difference in CSR effects through t-test and the test of the structural model invariance across the groups. As a results, the difference of CSR activities between the two groups occurred in the communication and strategy. In terms of CSR effects, there was a gap in the financial performance.

• Asia Marketing Journal
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• v.17 no.4
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• pp.105-123
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• 2016

Do corporate social responsibility (CSR) initiatives lead to positive outcomes for companies? Although it is commonly accepted that CSR is a necessary component of modern marketing communication, the empirical evidence shows that that is not always the case. If CSR is sometimes not conducive to better marketing, it behooves firms to determine the right conditions that foster more effective CSR. It is in that vein that this study aims to add to the growing body of marketing and CSR literature through a series of experiments that examines the dynamics between prior attitude toward the company, the fit between the company and the CSR cause, and consumers' accessible thoughts. This study finds that the prior corporate reputation has an impact on how consumers evaluate the CSR activities of companies. Moreover, we show that the degree of accessible thoughts and their valence can change the moderating effect of the fit between the company and the CSR cause. This is because negative information is perceived as being more diagnostic than positive information in an evaluation situation. We demonstrate that companies that have lower prior public reputations can improve the evaluation of their CSR activities in two major ways: (1) by finding CSR causes that have a lower fit with their business, or (2) by providing information that allow consumers to access more positive thoughts about the CSR activity.

• Journal of Contemporary Eastern Asia
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• v.20 no.2
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• pp.19-34
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• 2021

The purpose of this study is to introduce a synergetic configuration of stakeholders, especially government and university, into the corporate social responsibility strategy. The alignment of a company's CSR efforts with its business practices and values must be communicated strategically for effective and successful business outcomes. Therefore, the proposed process of CSR evaluation takes into account the three helices of the Triple-Helix perspective, university, industry, and government (UIG), and investigates how involvement in the Triple Helix actors influence corporations with CSR initiatives. Specifically, whether the public's awareness of a corporation's CSR activities is heightened by the concurrent support of the three helixes will be examined. We propose a methodology that enables corporations to determine effective levels of integration with government and educational institutions. The intensity of Triple-Helix indicators will be examined.