학술논문
기업 CSR활동의 속성이 CSR 진정성에 미치는 영향 : 기업 기존명성의 조절효과·
The Effect of CSR attributes on the CSR Authenticity : Moderating Role of Prior Corporate Reputation
The Effect of CSR attributes on the CSR Authenticity : Moderating Role of Prior Corporate Reputation
Document Type
Article
Text
Text
Author
Source
한국전문경영인학회 학술대회 발표논문집, 10/28/2016, p. 39-56
Subject
Language
한국어(KOR)
Abstract
This study tried to study the structural relationships among CSR attributes, CSR authenticity and corporate image. The survey results targeting 272 Chinese consumers had found that CSR consistency and differentiation had a significant positive effect on CSR authenticity except CSR fit. And CSR authenticity had a significant positive effect on corporate image. Especially, there was a significant difference in the effect of CSR attributes on CSR authenticity in two dimensions: consistency and differentiation between high/low prior reputation.