This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female ``C`` university students in Daejeon in October of 2010. The data were analyzed by descrip...
This study examines the effect of corporate social responsibility on the corporate image and purchase intention. The data were obtained from 320 male and female ``C`` university students in Daejeon in October of 2010. The data were analyzed by descriptive statistics, factor analysis, reliability analysis, regression analysis using the SPSS-WIN 15.0 and AMOS 7.0 program. The results were as follows. First, corporate social responsibility consists of five dimensions: community/cultural service, social contribution, environmental protection, consumer protection/legal responsibility, and economic responsibility. Purchase intention consists of comparative purchase and priority purchase. Second, social contribution, consumer protection/legal responsibility, and economic responsibility affect the corporate image. Third, social contribution and consumer protection/legal responsibility also affect purchase intention. Forth, the corporate image affects purchase intention. The findings of this study are expected to be used as basic data for establishing differentiated marketing strategies in fashion company.