• Korean Management Science Review
• /
• v.31 no.4
• /
• pp.117-134
• /
• 2014

Today the concept of corporate social responsibility has become an essential element for coexistence of corporations and the society. In this study the impact of four responsibilities of business organizations proposed by Archie Carroll (economic, legal, ethical, and discretionary) on customer loyalty through the mediating effect of trust and company-consumer identification is analyzed. A questionnaire survey was conducted for four well-known Korean companies (Dong Suh Food, LG Household and Health Care, Samsung Electronics, and Hyundai Motor). After factor analysis, legal and ethical responsibilities were grouped as the same factor, thus three social responsibilities were finally used for hypotheses testing. Major findings were as follows: First, economic responsibilities had positive impact on honesty trust, professionalism trust, favorableness trust, and company-consumer identification, Second, legal/ethical responsibilities were found to have significant effects on honesty trust, favorableness trust, and company-consumer identification. Third, in the case of discretionary responsibilities, professionalism trust, favorableness trust, and company-consumer identification were revealed to have a significant positive relationship. Fourth, only two trust variables (honesty and professionalism) and company-consumer identification had positive influence on the loyalty of customers. These findings are expected to help decision makers to set up corporate objectives and choose action items for corporate social responsibility. At the last part, implications of the study and future research directions were discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.9
• /
• pp.1515-1526
• /
• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• Human Ecology Research
• /
• v.54 no.1
• /
• pp.97-106
• /
• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• Fashion & Textile Research Journal
• /
• v.16 no.5
• /
• pp.756-765
• /
• 2014

Customer-company (C-C) identification is the perceived fit between the identities of a consumer and an organization. If a consumer identifies with a company that places a high priority on being socially responsible, a consumer who also values social responsibility may support and patronize that business because of the link between something that is important to both them and the company. Because C-C identification may explain the success of cause-related marketing (CRM) in the fashion industry, we investigated the effect of an image resulting from CRM on ratings of brand attributes (e.g., distinctiveness, credibility, attractiveness), identification with the brand, attitude toward the brand, and customer loyalty. Participants also responded to open-ended questions reflecting their rationale for their ratings of brand attributes. Data were collected from a convenience sample of undergraduates (n = 228) enrolled at Midwestern University in the U.S. Structural equation modeling revealed that as ratings of the social responsibility of the cause-related marketing effort increased so did perceptions of the brand's distinctiveness, credibility, and attractiveness. Participants identified with a brand when they rated the brand as attractive. Participants' identification with a brand had a significant impact on attitudes toward the brand and customer loyalty (e.g., purchase intention, willingness to spread positive word-of-mouth). Content analyses of open-ended responses supported the idea that brand images stemming from CRM exert an important influence on consumer's ratings of brand attributes. Fashion marketers interested in cause-related marketing will find success with efforts that increase customer identification.

• Journal of Industrial Convergence
• /
• v.17 no.4
• /
• pp.59-67
• /
• 2019

This study examined the effects of corporate social responsibilities on company-consumer identification, Loyalty, purchase intention and trust. Questionnaires were distributed to 300 members of corporations. Of the returned questionnaires, 233 questionnaires were used for empirical study. Analysis of linear structural equation was used to test the model and the hypotheses. The overall adequacy was found to be allowable. Several important findings emerged from this research. First, corporate social responsibilities was related with company-consumer identification. Second, company-consumer identification had positive influences on purchase intention and trust. Third, trust was related with purchase intention. This study provides guidelines to help managers better understanding how to increase company-consumer identification, purchase intention and consumer's trust and make better decisions about procedures, outcomes and interactions for their consumers.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.1
• /
• pp.88-98
• /
• 2008

The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

• Journal of Global Scholars of Marketing Science
• /
• v.17 no.3
• /
• pp.21-37
• /
• 2007

This research investigates relationships between a company's corporate image and consumer attitudes toward brands in the company. It also examines the fit between a company and its individual products and consumer-company identification as intervening variables between the relationships. Data for this research were collected from 347 undergraduate students through a survey. They were asked to provide their perceptions on two brands for each of 8 large Korean companies. The results indicate that corporate image directly influences brand trust, whereas it does not affect brand trust indirectly, through company-product fit. Also, the results indicate that corporate image does not directly influence brand affect, whereas it does influence brand affect indirectly, through consumer-company identification.

• Journal of the Korean Society of Food Culture
• /
• v.26 no.6
• /
• pp.682-691
• /
• 2011

The purpose of this research was to identify not only the effect of what consumers want from their brand identification and brand attachment, but also the effect of their perceived brand identification on their perceived brand attachment in the family restaurant setting. This research also investigated the causal relationship between a consumer's perceived brand attachment and brand loyalty. A total of 332 questionnaires were collected from customers who visited one of 4 nationallybranded family restaurants in Daegu. With the consent of the store managers of each family restaurant brand, students of Dongguk University helped respondents fill out questionnaires and collected the data. There were three major findings of this research. First, the benefits that consumers wanted were found to have a significant effect on their perceived brand identification and brand attachment. Second, the perceived brand identification of customers was found to have a significant effect on their perceived brand attachment. And third, the perceived brand attachment of customers was found to have a significant effect on their perceived brand loyalty. Also, consumer's benefits sought affected their perceived brand attachment through their perceived brand identification, and consumer's benefits sought and brand identification respectively influenced their perceived brand loyalty through their perceived brand attachment. Therefore, marketing managers or general managers of family restaurants should identify consumer benefits in order to increase sales and profits.

• The Research Journal of the Costume Culture
• /
• v.28 no.2
• /
• pp.147-165
• /
• 2020

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions('originality,' 'reliability,' 'continuity,' and 'naturalness') were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed('passion' and 'affection'). Path analysis confirmed that 'reliability' and 'naturalness'in relation to brand authenticity indirectly influenced repurchase intention through 'passion'(as a factor of brand love) and directly influenced repurchase intention. Further, 'continuity' in relation to brand authenticity indirectly influenced repurchase intention through 'affection'(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers'perceptions of brand authenticity, consumer brand identification, and brand love.

• The Journal of the Korea Contents Association
• /
• v.14 no.11
• /
• pp.133-142
• /
• 2014

The purpose of the present study is to develop and validate the scale measuring consumer empathic response to advertising drama. Through a series of consumer surveys and factor analyses, the Consumer Empathic Response to Advertising Scale (the CERA scale) containing 11-Likert format items was developed. The CERA scale consists of three factors which are empathic understanding, identification, and vicarious emotional response. The CERA scale improves the content validity of the existing consumer empathy scales by including identification factor which has been ignored.