기업의 사회적 책임 활동 : 적합성에 대한 재고찰

초록

Corporate Social Responsibility plays important role in making positive corporate image and a favorable environment for business. So many companies deal with Corporate Social Responsibility as corporate strategy. Congruence is an important concept that takes effect of Corporate Social Responsibility activity. This study shows that mixed effect of congruence in Corporate Social Responsibility. Therefore, It is difficult to make a strategic alternative with congruence effect. It should be decided carefully. The reason that congruence has mixed effect is demonstrated through Schema theory, Attribution theory, Persuasion Knowledge Model. This study indicates limitation of congruence in Corporate Social Responsibility. In conclusion, the aim of this study is to help other researches in Corporate Social Responsibility.

키워드