기업의 공익연계 광고가 광고태도 및 기업태도에 미치는 영향에 관한 연구: 기업-공익-소비자 간 상호관계를 중심으로

홍종필,장혜연 한국소비자·광고심리학회 2011 한국심리학회지 소비자·광고 Vol.12 No.4

본 연구는 기업의 공익연계 광고가 광고태도 및 기업태도에 어떻게 영향을 미치는가를 기업과 공익, 소비자 간의 상호관계를 중심으로 고찰하였다. 온라인 설문조사를 통해 소비자를 기업-공익 적합도가 조작된 4개 기업의 공익연계 광고에 노출시킨 된 후 광고태도와 기업태도를 측정하였다. 연구결과에 따르면 기업과 공익 간의 적합도가 높은 공익연계 광고의 경우 낮은 적합도의 광고에 비해 광고태도가 더 호의적으로 나타났고, 또한 기업태도에 있어서도 사전-사후 기업태도가 더 긍정적으로 변화하였다. 기업-공익 적합도 외에 소비자의 공익 관여도와 기존의 기업태도를 함께 고려했을 때 기업-공익 간의 적합성은 역시 광고태도 및 광고노출 후 기업태도에 가장 큰 영향력을 행사하는 요인이었지만, 동시에 기존의 기업태도와 공익 관여도도 광고태도와 기업태도를 예측하는데 유용한 설명변인임을 확인할 수 있었다. 공익연계 광고에 대한 태도도 기업태도를 예측하는 변인으로 확인되어 공익연계 광고에 대한 긍정적인 태도가 호의적인 기업태도로 전이되는 기제로 작용함을 알 수 있었다. 독립변인 간의 조절효과를 살펴보기 위한 이원변량분석에서는 공익 관여도, 기존의 사전 기업태도, 지각된 기업-공익 적합도 간의 상호작용이 나타났는데, 특히 광고태도의 결정에 있어서 기업-공익 적합도와 공익 관여도의 상호작용 및 공익 관여도와 기존의 기업태도의 상호작용 효과가 확인되었다. 이러한 결과를 바탕으로 공익연계 광고의 메시지 설계와 표적청중 세분화를 위한 전략적 시사점을 도출할 수 있었다. This study was conducted to investigate how cause-related advertising influences consumer's attitude toward advertising and attitude toward the company. In particular, the study focused on the inter-relationship between the company, cause and consumer. To this end, an online survey technique was employed where consumers evaluated the ads and companies after viewing four types of cause-related advertising. The result showed that ads with high company-cause fit generated more positive attitude toward the ad and the company. Ads with high company-cause fit also resulted in greater changes in attitude toward company between pre-exposure and post-exposure condition. In addition to company-cause fit, consumer’s involvement with the cause and pre-exposure attitude toward the company were found to be influential on attitude toward ad and the company. The positive attitude toward the cause-related ad were considered to be transferred to the favorable attitude toward the company as well. Two-way ANOVA results showed that there are interaction effects among involvement with the cause, pre-exposure attitude toward the company, and the company-cause fit. Especially, 1) the interaction between company-cause fit and involvement with the cause, and 2) the interaction between involvement with the cause and pre-exposure attitude toward the company were playing moderating roles in deciding attitude toward the ad. These findings suggest implications for effective message design strategy and target audience segmentation in cause-related advertising.

공익에 대한 소비자의 지각과 태도가 공익관련 마케팅캠페인에 대한 소비자태도에 미치는 영향에 관한 연구

이은영 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose - Ethical consumption is the action of buying one product over another with an ethical idea in mind. It has gained in popularity since the 1990s with more emphasis being put on the power of consumer actions to create social, economic, and environmental change. Ethical consumption involves boycotts of certain products or brands as well as purchases linked to ethical issues. Cause-related marketing (the buying behavior of ethical consumption) involves a for-profit and non-profit entity teaming up to promote a product at the same time as promoting a social cause. Each time a consumer buys that product, a donation is made by the for-profit entity to the non-profit entity supporting the specific cause. Cause-related marketing has become a tremendously popular type of ethical consumption in recent years owing to its reputation of allowing companies to “do well by doing good.” This study examines how consumers' perception of cause and attitude influence their attitude toward a cause-related marketing campaign and attempts to suggest implications for marketers. Research design, data, and methodology- First, this study was designed to examine the consumers' perception factors (cause involvement, attitude for cause, attitude for company and brand familiarity) in order to determine whether these factors have significantly affected consumers' attitude toward a cause-related marketing campaign. Second, this study developed a structural equation model and tested it empirically using survey data from 223 individual respondents. Respondents were undergraduate students in Chungnam. They were shown an existing real campaign message of cause-related marketing, and then filled out a questionnaire. Data were analyzed with SPSS 20.0 and AMOS 17.0 programs. Results- The hypotheses were tested using factor analysis and structural equation modeling. The study's results showed that brand familiarity, attitude to the company and attitude to the cause significantly affected consumers' attitude toward the cause-related marketing campaign and performance. In particular, attitude to the cause was significantly related to attitude and performance of the cause-related marketing campaign. However, the hypothesis about cause involvement was not supported with the results indicating that cause involvement did not affect consumers' attitude toward the cause-related marketing campaign. The findings underline the importance of consumer perceptions of the cause and the company and their attitude to the cause. They point to the importance of individual differences that influence consumer perceptions of the cause, the company and brand familiarity. Also of importance is the consumer's attitude to the cause. Conclusions - The findings suggest some practical implications in designing and implementing cause-related marketing campaigns. It is important to enhance brand familiarity and create a favorable attitude to the company and attitude to the cause before designing cause-related marketing campaigns. The rising popularity of cause-related marketing has been attributed to its potential to cut through advertising clutter. The findings in this study suggest that marketing campaigns supporting a cause make a difference.

CONSUMER CHOICE BETWEEN BRAND-CAUSE FIT AND CONSUMER-CAUSE FIT IN CAUSE-RELATED MARKETING

Hyewon Choi,Junyong Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

As cause-related marketing (CRM) is becoming an increasingly integral part of corporate social responsibility activities and promotion plans, many researchers have studied what determines the effectiveness of cause-related marketing activities. One of the factors past research paid much attention to in this regard is the fit between the brand and cause. Previous studies have demonstrated that a high brand-cause fit generally improves consumer attitude toward company, increases purchase intent and brand loyalty. However, few recent studies show that a high brand-cause fit may backfire in some circumstances. This research aims to investigate when and why a high brand-cause fit backfires. In this regard, this research focuses on the role of important but understudied concept of consumer-cause fit. Based on a multi-dimensional perspective of self-concept (Sirgy,1982), this research defines and measures consumer-cause fit with respect to multiple dimensions of a consumer’s self-concept. Then, a series of experiments shows how the congruence between images of a cause, a consumer’s ideal and actual self-concept, and images of a brand will interact to moderate, in some cases even reverse, the relationship between brand-cause fit and consumer responses to a cause-related marketing campaign.

CONSUMER CHOICE BETWEEN BRAND-CAUSE FIT AND CONSUMER-CAUSE FIT IN CAUSE-RELATED MARKETING

Hyewon Choi,Junyong Kim 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

As cause-related marketing (CRM) is becoming an increasingly integral part of corporate social responsibility activities and promotion plans, many researchers have studied what determines the effectiveness of cause-related marketing activities. One of the factors past research paid much attention to in this regard is the fit between the brand and cause. Previous studies have demonstrated that a high brand-cause fit generally improves consumer attitude toward company, increases purchase intent and brand loyalty. However, few recent studies show that a high brand-cause fit may backfire in some circumstances. This research aims to investigate when and why a high brand-cause fit backfires. In this regard, this research focuses on the role of important but understudied concept of consumer-cause fit. Based on a multi-dimensional perspective of self-concept (Sirgy,1982), this research defines and measures consumer-cause fit with respect to multiple dimensions of a consumer’s self-concept. Then, a series of experiments shows how the congruence between images of a cause, a consumer’s ideal and actual self-concept, and images of a brand will interact to moderate, in some cases even reverse, the relationship between brand-cause fit and consumer responses to a cause-related marketing campaign.

프랑스와 독일민법에서의 원인론에 관한 연구

정태윤 한국민사법학회 2008 民事法學 Vol.42 No.-

Le droit positif français ne se contente pas d'exiger, pour la formation valable des contrats, le consentement des parties et un objet. L'article 1108 vise une dernière condition, la cause, à laquelle les rédacteurs du Code civil ont consacré les articles 1131 et 1133: la cause doit exister et elle doit être licite. La théorie de la cause est l'une des matière les plus délicates et les plus controversées du droit des obligations. Certains auteurs ont proposé de supprimer la cause comme condition de formation du contrst; leur voeu a été suivi par quelques codes étrangers: le code allemand, par exemple. Mais la cause a trouvé un ardent défenseur dans Henri Capitant, tandis que Josserand a tenté de rénover cette notion. En droit romain, la causa était la cause efficiente, génératrice du contrat. Mais l'expression de 'cause de l'obligation' est prise, en droit français, dans un sens différent: on ne recherche pas pourquoi le débiteur est obligé, pourquoi il est engagé, mais pourquoi il a consenti à s'obliger. Cette raison abstraite est toujours identique pour une même catégorie de contrats. Comme jle ne séparaient pas nettement l'obligation de l'action qui la sanctionne, Romanistes et Canonistes étudièrent peu rôle de la cause lors de la formation d'une convention, ils considérèrent surtout le moment de l'exécution judiciaire de celle-ci. A quelles conditions un juge reconnaîtrait-il le bien-fondé d'un engagement? Fallait-il qu'outre la régularité formelle du contrat, le demandeur démontrât le fondement économique ou moral de celui-ci? Cette manière analogue d'entendre le problème la cause rapprocha les doctrines romanistes et canoniques, au point qu'il est difficile de les distinguer. Telle phrase d'une somme canonique ne s'explique que par son contexte romain; Hostiensis développe les conséquences du système d'Azo. Il est néanmoins plus clair et plus conforme à la vérité se séparer le courant romaniste du courant canonique. Ce dernier, beaucoup plus libre àl'égard des texts romains, c'est pourquoi la cause devait y prendre une portée qu'elle n'eut jamais dans les oeuvres des glosssateurs. Il sied donc de l'étudier à part, sana l'isoler pourtant de la pensée romaniste. C'est à la technique romaine que le droit canonique emprunta la théorie de la cause dans la première moitié du 13e siècle. Mais s'il puisa à une source étrangère, il fut loin de copier les détails de sa réglrmentation et d'en adopter l'esprit. Au 17e siècle, le caractère pratique de l'idée de cause n'échappe plus aux auteurs. Mais il reste à découvrir une définition proprement juridique. La doctrine du 16e siècle s'était préoccupée d'élargir le champ d'application de la théorie de la cause, en faisant disparaître les dernière entraves romaines. Mais elle n'vtait arrivée qu'à préciser l'emploi de la cause, elle n'avait pu inventer un concept répondant pleinement à sa dvfinition. On attribue traditionnellement à Domat le mérite de la première systématisation de la notion de cause. En droit civil français, la doctrine moderne adhère à une analyse dualiste de la cause: cause de l'obligation et cause du contrat. La première permet de vérifier si la cause existe , la seconde si elle est licite. En revanche, le droit allemand depuis longtemps a supprimé la cause en tant que condition de validité du contrat. Dans la mesure, en effet, où la cause a été comprise par les auteurs allemands des ⅩⅦe et ⅩⅧe siècles comme étant seulement le moyen, en l'absence de formes, de vérifier que les parties avaient entendu s'engager sérieusement, il n'y avait plus aucune nécécité de la mentionner dans la définition du contrat.

作用因과 目的因으로서의 理 이해 -理의 두 원인적 성격의 다스림 : 質料性과 主宰性-

정강길 영남퇴계학연구원 2023 퇴계학논집 Vol.- No.32

This paper aims to examine the concept of Li(理) in Neo-Confucianism within the framework of efficient and final causes. The approach of understanding Li in the context of efficient and final causes was previously explored in Matteo Ricci's work. Additionally, Mou Zongsan and Feng Wulan, who both believed that Li can be the final cause, disagreed on whether Li can also function as an efficient cause, which remains a topic of debate. This paper argues that Li in Neo-Confucianism has a broad role as both an efficient and a final cause, challenging Ricci's understanding of Li. One critical issue raised in this paper is whether the 'past world' should be considered as Qi(氣) or Li(理). Although the past world has lost its actuality, it remains as a given pattern and object in the present. I argue that this given pattern is Li as the past world and that it is inherent as an efficient cause in the present. Therefore, I suggest that 'Li as the past world' can be regarded as matter(質料) in creating the present, corresponding to matter as potentiality. The dominance of these patterns is the cause and reason for the present, the Li as suǒ-yǐ-rán(所以然) or the cause that made it so, which is present in all things. However, in Neo-Confucianism, there is also a Li of suǒ-dāng-rán(所當然) or the right way things should be. This Li represents the final cause that tiān-lǐ(天理) or Heavenly Li assigns to the beginning of all Qi becoming. In its position as the supreme Lead(主宰), this final cause acts as a coordinating role to guide the present life to the highest good. Thus, the matter aspect of Li is manifested in the becoming of Qi in the present as a pattern left by the past world, while the lead aspect of Li represents the teleological ideal and the běn-rán-zhī-lǐ(本然之理) or Principle of innate nature, guiding the way of moral nature. In this way, Li sits at the beginning of Qi becoming, serving as the cause of patterns left by the past and the final cause from heaven. On the other hand, Qi is only a subject in the present moment, completing its generative process by determining the final realization of that Li. In other words, only the final stamp of realization is done by Qi, which also assumes the responsibility that comes with its clarity and turbidity, refinedness, and drossiness. Therefore, Li and Qi form a inseparable and indivisible relationship(不相離不相雜). Thus, we can identify the specific functions and roles of Li by recognizing that it is immanent as a 'possible two-cause aspect' that affects actual formation. 이 글은 성리학의 理가 어떻게 氣에 대해 다스림[理]의 작용을 하는지에 있어 <효과적 원인>으로서의 作用因(efficient cause)과 <목적적 원인>으로서의 目的因(final cause)의 맥락에서 접근하여, 理의 質料性과 主宰性에 대해 논한 글이다. 理를 <작용인>과 <목적인>의 측면에서 바라본 시도는 일찍이 마테오 리치에서도 볼 수 있었고, 같은 중국철학 연구자였던 모종삼과 풍우란에서도 거론된 바가 있었지만 이들 간에도 그 입장들이 서로 엇갈리게 나왔었다. 본 논문에선 기본적으로 매순간 현실 세계가 理氣 결합으로 형성된다고 보면서도, <이미 지나간 과거세계>는 그 현실성을 상실하고 변경 조작할 수 없기에 <현재 안에 객체로서 남겨진 ‘결’로서의 理>라는 점과 이것이 <효과적 원인>으로 내재될 수 있음에 주목한다. 이때의 理는, 이전 氣에 의해 단 한 번이라도 세계 안에 <이미 발현된 적이 있었던 과거로서의 理>를 말한 것이며, 바로 이 <과거로서의 理>가 현재를 성립시키는 밑감[질료]이 된다는 점에서 <理의 질료성> 곧 잠재태로서의 재료가 됨을 제안한 것이다. 따라서 생성을 시작하는 모든 氣는 <과거세계가 남긴 결>의 다스림[理]을 받지 않는다면 결코 그 생성을 시작할 수 없다고 본 것이며, 이는 주희가 언급한 理가 氣를 낳기까지에만 해당된다고 본 것이다. 과거로서의 결[理]은 현재의 氣 생성을 시작하게 하는 <원인>이자 <이유>로서 기여될 수 있고, 이는 모든 人과 物에 내재된 <그러한 까닭>인 <所以然의 理>에 속하게 된다. 그러나 성리학의 理에는 마땅히 실현할 바인 <所當然의 理>도 있으며, 이는 天理가 모든 氣 생성의 시작국면에 <목적적 원인>으로 부여해놓은 것이다. 이 <목적인>은 최고의 가치등급을 갖는 主宰의 지위에서 현재 삶을 至善으로 견인하는 좌표의 역할로 자리한다. 따라서 <理의 질료성>은 과거가 남긴 결[패턴]로서 현재의 氣 생성에 올라타 있다면, <理의 주재성>은 목적론적 이상 곧 도덕적 본성의 길인 本然之理로서 氣에 올라타 있다. 이처럼 理는 <과거세계가 남긴 결로서의 원인>과 <天으로부터의 목적적 원인>으로서 氣 생성의 시작국면에 자리한다. 반면에 생성의 시작국면 이후로는 氣의 주체 영역이며 그것은 현재 순간에만 적용되는 氣强理弱의 영역에 해당한다. 그럼으로써 氣는 理에 대한 최종 현실화를 확정짓고서 그 자신의 생성과정을 마감시킨다. 즉, 현실화의 최종 날인만은 氣가 맡음으로 인해 그 淸濁粹駁에 따르는 책임성도 떠안는 것이다. 이런 식으로 양자는 不相離不相雜 관계를 형성한다. 이렇게 理가 현실 형성에 영향을 끼치는 <가능적인 두 원인의 성격>으로 내재된다는 점을 통해 우리는 理의 구체적인 기능과 역할들을 확인해볼 수 있다.

미국 불법행위법의 법적 인과관계

신봉근 한국재산법학회 2020 재산법연구 Vol.37 No.1

In order to receive damages from the U.S. law on illegal activities, the plaintiff must prove that the defendant’s negligence is a close cause of the plaintiff’s damage. A ‘proximate’ or ‘legal’ cause is a requirement that the defendant’s negligence and damages to the plaintiff are reasonably related, amending and supplementing the requirement of a actual cause. While there are several rules about legal cause, the general law requires that the damage to the plaintiff be a predictable outcome that the defendant should have reasonably expected. Ultimately, the legal cause is to engage in the fundamental problem of illegalities concerning whether it is appropriate to transfer the plaintiff’s damages to the offender, the party of the charge. In order for proximate or legal cause to be recognized in the U.S. law, first of all, damage to a person in a similar situation to the plaintiff must be reasonably foreseeable and not caused by the intervention of a new independent cause. When determining whether a legal cause has been proven in the U.S. law of illegal conduct, various factors affect the policy problems facing the courts. These factors include, but are not limited to, the proximity between the negligence of the offender and the damage incurred, foreseeability, the superseding cause, the principle of good faith and general socio-economic policy objectives. The principle of foreseeability means that the liability for damages can only be included in the scope of the liability for damages if the consequence of an illegal act can be predicted. The superseding cause is the case in which a third party’s actions or other causative forces are involved between the actions and damages of the offender, frustrating the formation of the actor’s responsibilities, and severing the causality between the actions and the damages. Essentially, testing for foreseeable damage requires ① rationally foreseeable outcomes or types of damage, and ② no overtaking intervention. Besides, as a criterion for determining legal causality, the egg-shell rule means that can exempt an actor who has collided someone who is fragile enough to cause serious injury or death even by a small impact. Moreover, a direct causation test is to judge a legal cause based on whether the illegal act is the direct cause of the damage. Ultimately, legal cause is also a matter of public policy, fairness and justice. Restatement (Second) §431 of the U.S. tort law defines an actor's culpability as a legal cause if there is (a) the actor's actions are a practical factor in causing harm, and (b) no provision that the actor’s negligence exonerates the actor on the grounds of the manner in which he or she caused the damage. The causality of Korea's tort law is similar to that of the U.S. law in that it is a legal cause and it requires considerableness and foreseeability to acknowledge it. 미국의 불법행위법에서 손해배상을 받기 위해서, 원고는 피고의 과실이 원고의 손해의 근접 원인이라는 사실을 증명해야 한다. ‘근접(proximate)’ 또는 ‘법적(legal)’ 인과관계는 피고의 과실과 원고의 손해가 합리적으로 관련되어있다는 요건으로서, 사실적(actual) 인과관계라는 요건을 수정․보완한다. 법적 인과관계에 대한 여러 가지 법칙이 존재하지만, 일반적인 법칙은 원고의 손해가 피고가 합리적으로 예상했어야 하는 예견 가능한 결과일 것을 요구한다. 궁극적으로, 법적 인과관계는 원고의 손해를 가해자인 유책 당사자에게 이전시키는 것이 적절한지에 관한 근본적인 불법행위 문제에 관여하는 것이다. 미국의 불법행위법에서 근접 또는 법적 인과관계가 인정되기 위해서는 우선, 원고와 비슷한 상황에 있는 사람에 대한 손해가 합리적으로 예견될 수 있어야 하며, 또한, 손해가 새로운 독립적인 원인의 개입에 의해서 초래되지 않아야 한다. 미국의 불법행위법에서 법적 인과관계(proximate cause)가 증명되었는지의 여부를 판단할 때, 법원이 직면하는 정책적 문제에 다양한 요인들이 영향을 미친다. 이러한 요인에는 불법행위자의 과실과 발생된 손해 사이의 근접성, 손해의 예견 가능성(foreseeability), 추월적 인과관계(superseding cause), 신의칙 및 일반적인 사회 경제적인 정책적 목표들이 포함되지만, 이에 국한되지 않는다. 예견 가능성(foreseeability) 원칙이란 불법행위자의 행위로 인해 발생한 결과를 예견할 수 있는 경우에만 손해배상책임의 범위에 포함시킬 수 있음을 의미한다. 추월적 인과관계는 불법행위자의 행위와 손해 사이에 제3자의 행위 또는 그 밖의 원인력이 개입되어 행위자의 책임 성립을 좌절시키며, 행위와 손해 사이의 인과관계를 단절시키는 경우이다. 본질적으로, 예견 가능한 손해에 대한 검사는 ① 합리적으로 예견 가능한 결과 또는 손해의 유형, 그리고 ② 추월적인 개입력이 없을 것을 요구한다. 그 밖에, 법적 인과관계를 판단하는 기준으로서, 달걀 껍질(egg-shell) 법칙이란 작은 충격으로도 심각한 상해나 사망에 이를 정도로 연약한 사람을 충돌시킨 행위자를 면책시킬 수 있음을 의미한다. 또한, 직접적 인과관계 증명이란 불법행위자의 행위가 손해의 직접 원인인 지의 여부를 기준으로 법적 인과관계를 판단하는 것이다. 궁극적으로 법적 인과관계는 공공 정책, 공정성 및 정의의 문제이기도 한다. 미국 불법행위법의 리스테이트먼트(Restatement) 제2판 § 431은 (a) 행위자의 행위가 손해를 발생시키는 데 있어서 실질적인 요인이 되고, (b) 행위자의 과실이 손해를 발생시킨 방식을 이유로 행위자를 면책시킨다는 규정이 없는 경우, 행위자의 과실을 법적 인과관계로 규정하고 있다. 우리나라의 불법행위법에서의 인과관계도 법적 인과관계로서 상당인과관계이며, 이를 인정하기 위해서는 상당성과 예견 가능성이 요구된다는 점에서 미국의 불법행위법과 유사한 측면이 있다.

The Impact of Cause Diversity and Fit on Purchase Intention According to Choice of Cause

Xiangdong Shen,Byungryul Bae 한국유통과학회 2019 The Journal of Industrial Distribution & Business( Vol.10 No.3

Purpose - The purpose of this study is to empirically investigate the effect of choice of cause on the purchase intention by dividing it into the situation selected by the consumer and the company. This study also examines the moderating effect of cause options diversity and company-cause fit on the relationship between choice of cause and purchase intention. This will provide the theoretical information necessary to gain an in-depth understanding of the consumer's intention to purchase the cause-related marketing campaign, and in practice, it is expected that companies will be able to obtain useful information for effective planning and execution of the cause-related marketing campaign. Research design, date, and methodology - This study's survey was carried out on the college students of university located in Shandong, China. It was from November 4-11, 2018, and a total of 440 questionnaires were distributed, with 424 collected. Of them, effective questionnaires used in the final study were a total of 400 except 24 that couldn't be used. In this study, empirical analysis was done with frequency analysis, reliability analysis, analysis of variance and simple effect analysis by using Statistics Package SPSS 20.0. Results - The results are reported below: first of all, in the cause-related campaign consumers are more willing to buy the products when they are allowed to choice the focal cause of charity than when the company selects the cause of charity. Furthermore, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater for high cause diversity to select. Finally, the positive effect of allowing consumers to choice the cause of charity (vs. company choice) on purchase intentions is greater when perceived fit between the company and the cause charity is low. Conclusions - This study extends the scope of the consumer perspective from consumer purchase intention research to the choice of cause in the cause-related marketing. When consumers select the cause, it would be better to provide the cause charity in diversifying selection and provide options for low fit between company and cause charity.

한국 공익연계마케팅 연구에 대한 내용분석:2000년부터 2012년까지 게재된 논문의 내용분석을 중심으로

엄지윤,구장옥 한국기업경영학회 2013 기업경영연구 Vol.20 No.4

The consumer’s expectation of the corporate-social responsibility has been continuously getting higher as the consumer has been matured. So, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of the social and cultural boundaries. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from the cause-related marketing as a strategic marketing activity. With this social stream, many studies of the cause-related marketing are underway. This study selected and systematically analyzed 23 studies which were published on the well-known journals from the 2000s, when the cause-related marketing studies were published first time to the 2012, in order to figure out academic trends about the cause-related marketing studies, to contribute to invigorate future studies and to suggest ideas on them. As the result, since the 2011, number of published articles have been creased in spite of its short history. And there are various journals which offer information and knowledge about the cause-related marketing to many scholars and specialists. However, these studies, compared to those about the corporate-social responsibilities, lack in accumulation and diversity of studies, and there is no one scholar who dedicates on continual studies about the theme. Therefore, the studies about this area lack in many elements in both qualitatively and quantitatively. Usually, the studies concentrated on ‘the effects of cause-related marketing’ are popular, and the authors’ majors are the business administration field. And the research methods strongly focus on ‘the research method through experiment’. In marketing research paper on cause-related marketing, more than 82% of the papers have concentrated the effects of cause-related marketing activities, intensively. Thus, a variety of thesis topics of cause-related marketing should provide useful ideas to improve the quality. Although marketing should seek the company’s pursuit of profit as the ultimate goal through consumers, from the perspective of internal marketing, we should observe changes in the attitudes of stake-holders, and that it is necessary to understand the effects and implications. For samples, the concentration on college and university students is too high and there are some regrets about missing studies focusing on general adults or people who work in the field. According to a variety of cause-related marketing activities in practice, future research should investigate what cause-related marketing activities consumers want, and pay attention to the company’s suitability factors such as authenticity. In addition, many researchers in the study of cause-related markeing are paying attention to the company(brand)-cause fit. But in practice does not seem to care of fit. In future, researchers have to focus on what is comtemporary consumer`s needs to keep pace with cause-related marketing activites in business, and need to process the study for beyond the fit factor like the company’s sincerity. The study has significances to figure out trends of cause-related marketing studies with 13 years short history in Korea, to contribute future development of cause-related marketing and to suggest its direction by analyzing systematically previous studies published in Korean journals first time. 본 연구는 우리나라의 공익연계마케팅 연구에 대한 학문적 경향을 파악하고 향후 연구 활성화와 아이디어를 제시하고자 공익연계마케팅과 관련된 연구논문이 우리나라에서 최초로 발행된 2000년부터 2012년 까지 유명학술지에 게재된 논문 23편을 선정한 후, 그 내용을 체계적으로 연구 분석하였다. 내용을 분석한 결과 2011년부터 학술지에 게재된 연구논문은 양적으로 증가하였고, 짧은 역사에도 불구하고 다양한 학회지에 게재 되어 많은 학자들과 전문가들에게 공익연계마케팅에 대한 지식과 정보도 제공이 되고 있음을 알 수 있었다. 그러나 학술지에 게재된 공익연계마케팅 연구논문들은 아직도 기업의 사회적 책임에 관한 논문과는 비교할 수 없을 정도로 연구의 축적성, 다양성, 한 학자가 꾸준히 연구하는 지속가능성 등이 적어서 양적․질적으로도 많은 요소가 부족하였다. 특히 논문내용도 ‘공익연계마케팅 활동효과’에 대한 연구가 많았으며, 연구 저자도 ‘경영학전공자’가 대부분을 차지하고 있었다. 또한 연구방법론도 ‘실험에 의한 연구방법론’이 절대적으로 비중이 높았다. 표본도 대학생의 비중이 너무 높아서 일반 성인이나 업계종사자를 대상으로 연구를 실시했으면 하는 미련도 남는다. 본 연구는 우리나라 학술지에 게재 된지 13년의 짧은 역사를 가진 공익연계마케팅의 논문들을 우리나라 최초로 체계적으로 분석을 실시함으로써 그 동안의 흐름과 연구동향을 파악하고, 미래에 공익연계 마케팅의 발전과 나아갈 방향에 대한 아이디어를 제시하는데 본 연구의 의의가 있다고 하겠다.

소비자 냉소주의와 공익연계마케팅 전략

유건우 ( Kun-woo Yoo ),손용석 ( Yong-seok Sohn ),김창범 ( Chang-bum Kim ) 한국소비자학회 2015 소비자학연구 Vol.26 No.6

최근 그린워싱이나 사회적 책임을 수행하는 기업의 이면적 동기에 대한 이슈가 꾸준히 제기되면서 사회적 책임 관련 커뮤니케이션에 대한 소비자의 냉소적 시각이 점차 증가하고 있다. 이에 공익연계마케팅을 수행하는 기업은 소비자의 냉소적 시각을 줄이기 위한 노력을 가하고 있다. 본 연구는 조절적합성을 고려한 공익선정이 냉소적 소비자의 공익연계마케팅에 대한 태도를 개선시킬 수 있는지 살펴보고자 하였다. 공익연계마케팅을 수행하는 기업의 입장에서 적합한 공익을 선정하는 것은 중요한 이슈이다. 공익을 잘못 선정할 경우에 공익연계마케팅에 대한 소비자의 관심은 끌 수 있더라도 오히려 부정적인 기업태도를 초래할 수 있기 때문이다. 기존연구들은 공익연계마케팅의 공익선정방법에 있어서 제품과 공익 간의 유사성을 중심으로 한 유사적합성의 관점에서 주로 접근하였다. 하지만 유사적합성이 높은 공익을 선정하는 경우에 냉소적 소비자는 공익연계마케팅을 수행하는 기업의 의도를 공익개선보다는 수익창출의 수단으로 지각하여 부정적인 태도를 형성할 위험이 있다. 따라서 본 연구는 유사적합성의 한계를 보완할 수 있는 방안으로 제품의 소비목적에 의해 예열되는 조절초점과 일치하는 공익에 대한 지각, 즉 조절적합성 관점에서 접근하였다. 선행연구에 따르면 조절적합성이 높은 경우에 유발되는 처리 유창성(processing fluency)이 설득지식의 활성화를 약화시켜 광고메시지를 소비자에게 효과적으로 전달할 수 있는데, 이러한 효과는 공익연계마케팅에서도 나타날 것이라 예상하였다. 더 나아가 조절적합성이 높은 경우에 유발되는 옳다는 느낌(feeling right)이 냉소주의적 성향이 강한 공익연계마케팅에 대한 소비자의 태도에 긍정적인 영향을 미칠 것이라 예상하였다. 연구결과, 소비자는 조절적합성이 낮은 공익연계마케팅보다 조절적합성이 높은 공익연계마케팅에 대해 더욱 긍정적으로 평가하는 것으로 나타났다. 또한 조절적합성이 높은 경우에 냉소주의적 성향이 강한 집단과 약한 집단 간의 공익연계마케팅에 대한 태도의 차이는 나타나지 않았다. 본 연구는 조절적합성에 따른 공익선정의 경우에 유사적합성이 지니고 있는 한계점들을 보완해줌으로써 기업이 공익연계마케팅을 폭넓게 사용할 수 있는 계기를 마련하였다는 점에서 실무적 시사점을 제공한다. In order to perform cause-related marketing, it is an important issue for corporations to choose an appropriate cause, because choosing the inappropriate cause would bring the result of not only making consumers interest decline about cause-related marketing but also leading to negative corporation attitude. There is a deal of extant research choosing the appropriate cause for cause-related marketing in terms of similarity fit between the products and cause. This similarity fit, which is based on the categorization theory and the persuasive knowledge model, attenuates the activation of persuasion knowledge. However, in the case of high similarity, consumers can misconceive the corporate’s motives about cause-related activities through the perception of creating profit that leads to negative perception which can be a point in dispute. Also, the industry that is applied by the high similarity fit is only a few in practice. Even though the cause of high similarity fit has been chosen, it would be difficult to maintain competitive advantage because of the imitability of competitive companies. Therefore, the purpose of this study is to complement similarity fit and to investigate the role of regulatory fit between consumer goals and the cause. The regulatory fit means pursuing tendency of a specific goal that is compatible with individual regulatory focus (Chernev 2004; Higgins 2000). Until now, studies on regulatory fit have been utilized through product advertisements, because high regulatory fit not only makes consumers have positive attitude to come out from coincidence with message framing but also helps to process the message interpretation quickly and easily, in other words, which attenuates the effect of persuasion knowledge(Cesario, Grant and Higgins 2004; Lee and Aaker 2004). If consumers perceived the congruence between consumption goals and the cause, therefore, they will take a positive attitude to cause-related marketing. Furthermore, we hypothesized that the feeling right is derived from regulatory fit between goals and cause affects to attitude to cause- related marketing for cynical consumers. The result indicates that consumers make more positive evaluation for cause-related marketing of high regulatory fit compared to low regulatory fit. In addition, spontaneous priming (prevention- oriented vs. promotion-oriented) through the product characteristics (experiment 1) and through the product benefits as well (experiment 2) were discussed respectively. Furthermore, we investigate the effectiveness of regulatory fit compared to the similarity fit. Also, there is no different attitude to cause-related marketing between high and low levels of cynical consumers in high regulatory fit. This study provides the theoretical implication that the effect of regulatory fit appears not only in the advertisement message related to the products but also in the cause message. It also provides the practical implication that offers the opportunity to extensively use cause-related marketing for corporations.