기업 명성과 사회적 책임활동의 적합성이 진정성과 브랜드 태도에 미치는 영향 = The Impact of Corporate Reputation and Fit between CSR Activities on Authenticity and Brand Attitude

국문 초록 (Abstract)

본 연구는 CSR활동에서 기업 명성과 공익 적합성이 진정성과 브랜드 태도에 미치는 영향에 대한 분석을 통해, CSR활동의 성공에 영향을 미치는지 공익관여도와 함께 실험을 진행하였다. 분석결과는 다음과 같이 요약된다.
첫째, CSR과 CRM의 진정성에는 평균 차이가 없는 것으로 나타났다. 이는 두 유형의 활동이 모두 소비자들의인식과 태도 형성에 유사한 영향을 미친다는 점을 보여준다. 둘째, 공익 적합성에 대한 진정성과 브랜드 태도에미치는 영향은 공익 적합성이 낮을 때 보다 높은 진정성을 갖는 것으로 나타났다. 셋째, 기업 명성이 낮은 경우에는공익 적합성이 높을 때 더 높은 진정성과 브랜드 태도를 보여주었다. 그리고 기업 명성이 높은 경우에는 공익적합성에 따른 차이가 없었다는 점도 흥미로운 결과이다. 넷째, 공익관여도에 따라 진정성과 브랜드 태도에 미치는영향은 공익관여도가 높은 집단에서 보다 높게 나타났다. 다섯째, 공익관여도가 높은 집단에서는 CSR의 진정성보다CRM의 진정성에서 더 높은 것으로 나타났다. 그리고 통계적으로 유의하지 않지만 공익관여도가 낮은 집단에서는CRM의 진정성보다 CSR의 진정성이 더 높은 것으로 나타났다. 이와 같은 결과는 CSR활동에서 진정성이 주요변수라고 볼 때 공익 적합성이 낮아야 하며, 특히 기업명성이 낮은 경우에 보다 효과적일 수 있다. 마지막으로관여도가 높은 소비자들에게는 CRM이 효과적인 수단이 될 수 있지만 관여도가 낮은 소비자들에게는 CSR이 보다효과적일 수 있다는 점은 CSR과 CRM의 활용과 통합에 대한 전략을 구상할 때 고려해야 할 점을 제시해준다.
이러한 결과들은 기업들이 보다 효과적인 CSR 전략을 수립하고 실행하는데 도움을 주며 소비자들의 인식과 태도를살펴보고 활용할 수 있음을 시사한다.

다국어 초록 (Multilingual Abstract)

The study examined the impact of corporate reputation and CSR fit on authenticity and brand attitude, and investigated whether these factors influence the success of CSR activities along with consumer involvement. The summarized results are as follows: Firstly, there was no significant difference in authenticity between CSR and CRM activities, indicating that both types of activities have a similar impact on consumers’ perceptions and attitudes.
Secondly, a higher level of authenticity was observed when the CSR fit was low compared to when it was high. This suggests that a lower fit may lead to higher authenticity.
Thirdly, in cases of low corporate reputation, a higher level of authenticity and brand attitude were observed when CSR fit was high. On the other hand, for companies with high corporate reputation, there was no significant difference in authenticity based on CSR fit, which is an interesting finding.
Fourthly, the impact of involvement on authenticity and brand attitude was stronger among consumers with higher involvement. This implies that consumers with greater interest and engagement in CSR activities tend to respond more positively in terms of authenticity and brand attitude.
Lastly, although not statistically significant, among consumers with low involvement, CSR was perceived to be more authentic than CRM, while among highly involved consumers, CRM was perceived to be more authentic than CSR. This suggests that when authenticity is considered as a crucial factor in CSR activities, a lower fit might be more effective, especially for companies with low corporate reputation.
Additionally, companies should consider consumer involvement levels when implementing CSR strategies, as CRM might be more effective for highly involved consumers, while CSR could be more impactful for less involved consumers. These findings provide valuable insights for businesses to develop and implement more effective CSR strategies, considering consumers’ perceptions and attitudes.

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