기업의 혁신개방성 이미지와 사회 공헌 활동에서의 내집단 강조가 소비자의 기업 평가에 미치는 영향

초록

Many consumers now expect companies to lead innovation for the future while also contributing to the environment and community. Through two behavioral experiments, this study investigates how a company’s innovative image and its CSR messages can interact in shaping consumers' evaluation of a company. Study 1 found that consumers evaluate a company with openness-to-change images more favorably when its CSR messages explicitly include ingroupness (i.e., “we”) versus not. Study 2 identified that the interaction effect between the ingroup emphasis and the openness-to-change corporate image is driven by the perception that consumers are connected to the company. These findings suggest that for companies with openness-to-change images to benefit from the interaction effect between the ingroup emphasis and the openness-to-change corporate image, CSR messages should explicitly show that the CSR activities are aimed at the groups that consumers easily relate to (e.g., local communities).

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