기업의 사회적 책임(CSR) 활동에서 인식가능성 효과가 기업이미지에 미치는 영향: 적합성과 성별의 상호작용을 중심으로

초록

From marketing perspective, it is becoming very important that CSR (corporate social responsibility) plays an important role on how company communicates with customers. In this study, we examined the identifiability effect and moderating effects of congruence and gender in CSR communication. The results of this study have showed that respondents evaluated the corporate image more positively in the case of identifiable victim condition than in statistical victim condition. Under the high congruence condition, they evaluated the corporate image more positively than under the low congruence condition. Interestingly, women showed more positive response than man toward the influence of corporate social responsibility. One of the interesting findings of this study is that identifiable victim effect has been presented more animatedly in the case of female consumers, whereas statistical victim showed more animatedly in the case of male consumers. Thus, we have verified that identifiable victim effect presented a contrast between men and women. Markeing implications of the study were also discussed.

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