• Fashion & Textile Research Journal
• /
• v.13 no.6
• /
• pp.888-899
• /
• 2011

Fashion companies make use of diverse strategies to have a competitive edge as there is a growing fierce competition. According to earlier studies, consumers prefer the products and services of companies that direct their energy into CSR activities if there's little disparity in quality of products and services among the companies. The way consumers look at the CSR activities of businesses is very important for the companies since it is linked to their evaluation and image of the companies and indulgencies on their word-of-mouth, purchase and loyalty. It's not quite advisable for fashion companies to make an investment in CSR activities without any specific plans or conviction of the effectiveness of the activities. Actually, lots of domestic companies fail to success their CSR activities, despite of their hard efforts. This study was to examine the appropriateness of corporate CSR activities, the attitude of customers to companies and their intention of recommendation and purchase in detail, and to provide some information on strategy setting for the CSR activities of fashion businesses.

• The Research Journal of the Costume Culture
• /
• v.18 no.6
• /
• pp.1076-1089
• /
• 2010

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.

• Asia-Pacific Journal of Business
• /
• v.9 no.4
• /
• pp.201-221
• /
• 2018

The purpose of this study is to investigate the relationship between association of a company's CSV activity and association of corporative competence and consumers' self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporate identification as well as how these factors influenced on brand loyalty. The paper attempts to examine authenticity of CSV activity and product plays a moderating role when association of CSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A target company was selected by investigates. The company is one manufactures as well as implements CSV activities as a means of ethical management. The results indicated that CSV association and corporative competence are closely related to the self-brand connection. Such attitude in turn affected the consumers' formation of self-and corporate-identification and brand loyalty. Authenticity of CSV activity and product was proven to play a moderating variables for brand loyalty and perception of company.

• (The) Korean Journal of Advertising
• /
• v.27 no.8
• /
• pp.59-90
• /
• 2016

Consumers demand that corporates fulfill their social responsibility by exerting influence over not only economical values but also social values in markets. Given such a social mood, most corporates are actively engaging in Corporate Social Responsibility(CSR) activities, and marketing scholars continue to study the effects of such CSR activities. Numerous such studies examined the relationship between CSR activity and brand equity. Moreover, virtually, a majority of these studies focused on consumer responses to CSR activity from an individual brand perspective. In a situation in which brand management must consider the spillover effects of brands, firms holding various brands should consider these spillover effects when they establish CSR activity strategies. Therefore, we examine the effects of CSR activity using a comprehensive approach that considers the hierarchy of brands. Additionally, we develop a new perspective on fit that has been used as a major influence on the effects of CSR activity. We argue that the mixed results of the impact of fit regarding the effect of CSR activities is attributed to the influence of connections among brands based on the hierarchy of brands. We then examine the effect of two types of CSR activity strategies that reflect the relativity of fit. The results reveal that there was no difference in impact of the two strategies based on unique roles and traits of corporate brand and effects of low fit. Also, we found that the corporate brand focused strategy creates a greater change in consumers' attitudes than does an individual brand focused strategy in the case of a particular brand. This finding is meaningful because it indicates that a hierarchy of brands may relatively reduce the impact of the role of fit, unlike general arguments from previous related research. Second, the spillover effects from the CSR activities of individual sub-brands belonging to the same corporate brand were confirmed. Therefore, we clearly verified the role of the hierarchy of brands. Although both strategies cause changes in consumer attitude toward brands engaged in CSR activity, overall, a corporate brand focused strategy turned out to be more effective than an individual brand focused strategy because of the spillover effects of brands. Third, this study verified the effect of a corporate brand focused strategy through a moderating effect analysis of the degree of association between individual brands and corporate brand. Given these results, we identified a moderating role in the degree of association and the changes in consumer attitudes toward both main brands engaged in CSR activities and other different individual brands, which were caused by the spillover effects of brands. Finally, this study addresses implications and limitations.

• Proceedings of the Korea Contents Association Conference
• /
• 2011.05a
• /
• pp.241-242
• /
• 2011

본 기업의 스폰서십 참여가 기업과 스폰서십의 어울림, 구매의도 및 구매태도에 미치는 영향을 규명하기 위해 수행되었다. 연구 대상은 대전광역시에 위치한 P대학교의 재학생이며 목적표집법에 의해 표집하고, 실험 전 후에 설문지를 작성하게 하여 자료를 수집하였으며, 총 100명의 자료를 분석에 이용하였다. 자료처리는 SPSS 18.0과 AMOS 7을 이용하였고, 분석방법은 빈도분석, 기술분석, 신뢰도분석, 상관분석, 확인적요인분석, 회귀분석, 구조방정식 모형분석 등을 실시하였다. 연구결과 기업의 스폰서십 참여는 기업과 스폰서십에 대한 어울림이 높아지는 것으로 나타났다. 또한 구매의도와 구매태도 역시 높아지는 것으로 나타났다.

• Journal of the Korean Society for Railway
• /
• v.8 no.2
• /
• pp.176-181
• /
• 2005

The purpose of this thesis is, based on the cognitive response of employees, to depict the phenomenon and the pattern of organizational culture in A Subway system, To attain this purpose, several aspects of organizational culture are surveyed through questionaire and analyzed by SPSS. The major findings are . 1) In general, the cognitive response of employees in railway-concerned firms on culture-related aspects is awfully negative. 2) Job satisfaction and involvement in A Subway is highly related to achievement factor in terms of culture. 3) According to the analysis based on four kinds of Job Groups, certain job groups such as drivers and vehicle maintenance are seen as having exceptionally negative attitude towards every aspects of their organization. So, some careful diagnosis and approaches to the symptoms, the causes, and the treatments are urgently needed.

• Journal of Environmental Policy
• /
• v.13 no.3
• /
• pp.109-133
• /
• 2014

With a growing concern about climate change and green house gases mitigation, carbon labeling policy has been launched in several countries as an environmental policy which connects low carbon production to low carbon consumption. This research aims to propose a model that explains consumers' attitude and brand loyalty toward carbon labeling products. This model specifies the consumer's psychological processes by which consumer values, such as autonomy and environmental values, affect carbon labeling product and corporate images and finally form brand loyalty toward carbon labeling products. Panel data were collected in two separate surveys and analyzed using a structural equation technique. Results are summarized as follows. First, consumers' autonomy value(AV) positively affects locus of control(LC) and corporate image(CI). Second, consumers' environmental value(EV) positively influences perceived consumer effectiveness(PCE), which in turn has a negative effect on perceived barriers(PB). Perceived barriers finally affect product image(PI) negatively. Third, both corporate image and product image have causal relationships with brand loyalty. Our results suggest that carbon labeling policy contributes not only to the reduction of greenhouse gases but also to the increase of consumers' attitude and brand loyalty toward carbon labeling products. This research also provides governments with directions for efficient environmental policy and firms with guidance on effective marketing strategies about carbon labeling.

• Culinary science and hospitality research
• /
• v.17 no.4
• /
• pp.104-120
• /
• 2011

This study is to make an empirical analysis of star marketing used as die means of sales promotion for Christmas cakes regardless of high advertising cos1s, by understanding the influence of attributes of celebrity advertising models for advertisements of bakery companies over die Christmas season on advertising attitude, corporation reputation and reliability which are recognized by consumers. The verification results were judged as important core elements for successful management in bakery industry. Since bakery brands are losing their differentiations in both functional and physical aspects, the study aimed to offer strategic suggestions to bakery industry. The result of study modelling were GFI=0.911, AGFI=0.887, NFI=0.935, CFI=0.979, RMR=.126 at the level of $x^2$=313.294(df-=218, p<0.001). First, model credibility and model attractiveness of advertising models bad a positive(+) influence on advertising attitude. Second, advertising attitude bad a positive(+) influence on corporation reputation and reliability. Third, corporate reputation also bad a positive(+) influence on corporate reliability.

• Journal of Distribution Science
• /
• v.13 no.7
• /
• pp.85-90
• /
• 2015

Purpose - Global trends play a part to change the structure of the fashion industry. In particular, companies attempting to conduct innovative marketing centering on such products as SPA brands are growing into global companies. SPA stands for "Specialty Store Retailer of Private Label Apparel", meaning its activities are fully integrated from manufacturing through sales, including material procurement design, product, distribution, inventory management, and final sales. For this reason, more understanding of individual corporate profitability is very sensitive to consumer's attitudinal changes. The effects that corporate marketing activities on customer lifetime value through brand attitude were analyzed based on a structural equation model. Rust suggested value equity, brand equity, and relationship equity as customer equity driver. The study examines Chinese consumer because China is the fastest growing fashion market in the world. Research design, data, and methodology - The survey targeted Chinese college student age 20s. Only respondents who had purchased SPA brands in the past year were included for this research. A total of 303, except for 47 missing data of 350 distributed questionnaires were included in this research. The questionnaire is consists of six part to measure value, brand, relationship equity, attitude toward brand, purchase intention and demographic characteristics. This research conducted exploratory factor analysis and reliability test. To verify research hypotheses, structural equation model test was conducted. As for customer equity, diversified models in consideration of the scope of acquisition data, a method of collection of data, influencing factor, and predictability were suggested based on a net present value model. However, the history of customer equity study is relatively short, and sufficient empirical analyses have not been conducted, so more integrated analysis is required. In this study, the concept of driver suggested by Rust was applied to figure out the effects that consumer's attitude has on customer equity. The customer equity driver suggested by them consists of brand equity, value equity, and relationship equity. Results - This study reveals that value equity and brand equity have a positive influence on relationship equity. And, relationship equity has a positive influence on purchase intention through brand attitude. However, value equity and brand equity do not influence on brand attitude. Conclusion - The results of this research generated following implications. First, SPA brands need to take advantage of their value equity such as perceived low price and up-to-date fashion style to attract Chinese young consumer. Second, strong brand equity promises dominants position in the competitive market. As Chinese fashion market grows rapidly, SPA brands can consider branding strategy such as flagship store and celebrity marketing enhancing brand image. Third, the core concept of customer equity strategy is to maintain a relationship with their expecting and existing customers. The relationship equity is built by brand equity and value equity. When SPA brands serves product and service meet with individual customers, customers have intimacy to the brands.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.1
• /
• pp.49-58
• /
• 2010

Corporate social responsibility has become a very important issue for researchers (Greenfield, 2004; Maignan & Ralston, 2002; McWilliams et al., 2006; Pearce & Doh 2005), and many consider it necessary for businesses to define their role in society and apply social and ethical standards to their businesses (Lichtenstein et al., 2004). As a result, a significant number of retailers have adopted CSR as a strategic tool to promote their businesses. To this end, this study sought to discover U.S. consumers' attitudes and behavior in ethical purchasing and consumption based on their subjective perception and evaluation of a retailer. The objectives of this study include: 1) determine the participants awareness of retailers corporate social responsibility; 2) assess how participants evaluate retailers corporate social responsibility; 3) examine whether participants evaluation process of retailers CSR influence their attitude toward the retailer; and 4) assess if participants attitude toward the retailers CSR influence their purchase behavior. This study does not focus on actual retailers' CSR performance because a consumer's decision making process is based on an individual assessment not an actual fact. This study examines US college students' awareness and evaluations of retailers' corporate social responsibility (CSR). Fifty six college students at a major Southeastern university participated in the study. The age of the participants ranged from 18 to 26 years old. Content analysis was conducted with open coding and focused coding. Over 100 single-spaced pages of written responses were collected and analyzed. Two steps of coding (i.e., open coding and focused coding) were conducted (Esterberg, 2002). Coding results and analytic memos were used to understand participants' awareness of CSR and their ethical purchasing behavior supported through the selection and inclusion of direct quotes that were extracted from the written responses. Names used here are pseudonyms to protect confidentiality of participants. Participants were asked to write about retailers, their aware-ness of CSR issues, and to evaluate a retailer's CSR performance. A majority (n = 28) of respondents indicated their awareness of CSR but have not felt the need to act on this issue. Few (n=8) indicated that they are aware of this issue but not greatly concerned. Findings suggest that when college students evaluate retailers' CSR performance, they use three dimensions of CSR: employee support, community support, and environmental support. Employee treatment and support were found as an important criterion in evaluation of retailers' CSR. Respondents indicated that their good experience with a retailer as an employee made them have a positive perception and attitude toward the retailer. Regarding employee support four themes emerged: employee rewards and incentives based on performance, working environment, employee education and training program, and employee and family discounts. Well organized rewards and incentives were mentioned as an important attribute. The factors related to the working environment included: how well retailers follow the rules related to working hours, lunch time and breaks was also one of the most mentioned attributes. Regarding community support, three themes emerged: contributing a percentage of sales to the local community, financial contribution to charity organizations, and events for community support. Regarding environments, two themes emerged: recycling and selling organic or green products. It was mentioned in the responses that retailers are trying to do what they can to be environmentally friendly. One respondent mentioned that the company is creating stores that have an environmentally friendly design. Information about what the company does to help the environment can easily be found on the company’s website as well. Respondents have also noticed that the stores are starting to offer products that are organic and environmentally friendly. A retailer was also mentioned by a respondent in this category in reference to how the company uses eco-friendly cups and how they are helping to rebuild homes in New Orleans. The respondents noticed that a retailer offers reusable bags for their consumers to purchase. One respondent stated that a retailer uses its products to help the environment, through offering organic cotton. After thorough analysis of responses, we found that a participant's evaluation of a retailers' CSR influenced their attitudes towards retailers. However, there was a significant gap between attitudes and purchasing behavior. Although the participants had positive attitudes toward retailers CSR, the lack of funds and time influenced their purchase behavior. Overall, half (n=28) of the respondents mentioned that CSR performance affects their purchasing decisions making when shopping. Findings from this study provide support for retailers to consider their corporate social responsibility when developing their image with the consumer. This study implied that consumers evaluate retailers based on employee, community and environmental support. The evaluation, attitude and purchase behavior of consumers seem to be intertwined. That is, evaluation is based on the knowledge the consumer has of the retailers CSR. That knowledge may influence their attitude toward the retailer and thus influence their purchase behavior. Participants also indicated that having CSR makes them think highly of the retailer, but it does not influence their purchase behavior. Price and convenience seem to surpass the importance of CSR among the participants. Implications, recommendations for future research, and limitations of the study are also discussed.