- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation
Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation
Jo, Gin-Young (Division of Business Administration, Chosun University)
Hwang, Yoon-Yong (Division of Business Administration, Chosun University)
- 다운로드 수
- 조회수
Abstract
Purpose - This study attempts to extend the research in responsible luxury by identifying contexts where Corporate Social Responsibility (CSR) can promote luxury brands' evaluation. It contributes to the literature on consumer responses to CSR, and to responsible luxury in particular and demonstrates how dispositional consensus and luxury-CSR information of luxury brands affects consumers' evaluation of brand. Research design, data, and methodology - An experiment was conducted to test the relationship between brand evaluation and responsible luxury brands' CSR information using collected data through a survey in a large university of South Korea. Study conditions were manipulated with various product types to analyze the relationship in different product domains. Results - When consensus regarding sincere and altruistic motive of companies for CSR activity is high, the perceived fit between luxury brand and the type of CSR has no effect on brand evaluation. But, in case of lower consensus regarding the benevolent company motives, higher fit enhances evaluation than lower fit. Conclusions - In using consensus as a guiding factor to choose the type of charity with favorably view, the level of irrespective fit can help luxury firms to enjoy the benefits of better image. In case of low consensus donating to charities that are closely related to the brands' product or area of business seems to be fruitful.
- keywords
- Luxury Brand, CSR, Evaluation, Dispositional Consensus, Perceived Fit
참고문헌
Aaker, J. L., Garbinsky, E. N., & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant”. Journal of Consumer Psychology, 2(22), 191-194.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
Barone, M. J., Miyazaki, A. D., & Taylor, K. A. (2000). The influence of cause-related marketing on consumer choice: does one good turn deserve another?. Journal of the Academy of Marketing Science, 28(2), 248-262.
Berens, G., Riel, C. B. V., & Bruggen, G. H. V. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35-48.
Boulouta, I., & Pitelis, C. N. (2014). Who needs CSR? The impact of corporate social responsibility on national competitiveness. Journal of Business Ethics, 119(3), 349-364.
Cabrera, S. A., & Williams, C. L. (2014). Consuming for the social good: Marketing, consumer citizenship, and the possibilities of ethical consumption. Critical Sociology, 40(3), 349-367.
Chernev, A., & Blair, S. (2015). Doing well by doing good: The benevolent halo of corporate social responsibility. Journal of Consumer Research, 41(6), 1412-1425.
Chun, B. (2016). Luxury car brands stingy in corporate giving in S. Korea. Maeil Business News Korea. Retrieved May 22, 2016, from http://pulsenews.co.kr/view.php?sc=30800021&year=2016&no=294194
Chung, J. (2012). Foreign luxury brands donate little despite booming sales. The Korea Herald. Retrieved May 22, 2016, from http://view.koreaherald.com/kh/view.php?ud=20120815000290
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility (CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147-157.
Fassin, Y., & Buelens, M. (2011). The hypocrisy-sincerity continuum in corporate communication and decision making: A model of corporate social responsibility and business ethics practices. Management Decision, 49(4), 586-600.
Hahn, Y., & Kim, D. (2016). Corporate social responsibility: A comparison analysis. The East Asian Journal of Business Management, 6(4), 13-17.
Ham, S., & Han, H. (2013). Role of perceived fit with hotels’ green practices in the formation of customer loyalty: Impact of environmental concerns. Asia Pacific Journal of Tourism Research, 18(7), 731-748.
Han, S., Choi, J., Kim, H., Davis, J. A., & Lee, K. Y. (2013). The effectiveness of image congruence and the moderating effects of sponsor motive and cheering event fit in sponsorship. International Journal of Advertising, 32(2), 301-317.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of Marketing, 74(4), 15-30.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling [White paper]. Retrieved May 22, 2016, from http://www.afhayes.com/public/process2012.pdf
Hennigs, N., Wiedmann, K.-P., Klarmann, C., & Behrens S. (2013). Sustainability as part of the luxury essence. Journal of Corporate Citizenship, 52(11), 25-36.
Hu, M., & Rucker, D. D. (2013). What makes a luxury brand: The effect of competence and warmth cues on luxury perception. Advances in Consumer Research, 41, 719-720.
Janssen, C., Vanhamme, J., Lindgreen, A., & Lefebvre, C. (2014). The catch-22 of responsible luxury:Effects of luxury product characteristics on consumers’ perception of fit with corporate social responsibility. Journal of Business Ethics, 119(1), 45-57.
Jong, M. D., & Meer, M. (2015). How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR)activities. Journal of Business Ethics, 23(1), 1-13.
Kapferer, J. N., & Michaut, A. (2015). Luxury and sustainability: a common future? The match depends on how consumers define luxury. Luxury Research Journal, 1(1), 3-17.
Kim, N., Sung, Y., & Lee, M. (2012). Consumer evaluations of social alliances: The effects of perceived fit between companies and non-profit organizations. Journal of Business Ethics, 109(2), 163-174.
Klein, J., & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product–harm crisis. International Journal of Research in Marketing, 21(3), 203-217.
Kuo, A., & Rice, D. H. (2015). The impact of perceptual congruence on the effectiveness of cause-related marketing campaigns. Journal of Consumer Psychology, 25(1), 78-88.
Lafferty, B. A. (2007). The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility. Journal of Business Research, 60(5), 447-453.
Lee, H. (2012). Louis Vuitton, Gucci stingy on corporate giving. The Korea Herald. Retrieved May 22, 2016, from http://www.koreatimes.co.kr/www/news/biz/2012/04/123_109131.html
Lee, Y. (2011). Deep pocketed global luxury brands skimpy on donation. Yonhap News Agency. Retrieved May 22, 2016, from http://english.yonhapnews.co.kr/business/2011/07/10/12/0501000000AEN20110710002400320F.html
Lee, H., Park, T., Moon, H. K., Yang, Y., & Kim, C. (2009). Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study. Journal of Business Research, 62(10), 939-946.
Nan, X., & Heo, K. (2007). Consumer responses to corporate social responsibility (CSR) initiatives:Examining the role of brand-cause fit in causerelated marketing. Journal of Advertising, 36(2), 63-74.
Newman, G. E., Gorlin, M., & Dhar, R. (2014). When going green backfires: How firm intentions shape the evaluation of socially beneficial product enhancements. Journal of Consumer Research, 41(3), 823-839.
Perera, L. C. R., & Chaminda, J. W. D. (2013). Corporate social responsibility and product evaluation: The moderating role of brand familiarity. Corporate Social Responsibility and Environmental Management, 20(4), 245-256.
Reynolds, S. J., & Ceranic, T. L. (2007). The effects of moral judgment and moral identity on moral behavior: an empirical examination of the moral individual. Journal of Applied Psychology, 92(6), 1610.
Ryu, J. S., & Bringhurst, A. (2015). The effects of store environment on shopping behavior: The role of consumer idiocentrism and allocentrism. The East Asian Journal of Business Management, 5(4), 5-11.
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225-243.
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831-1838.
Sobczak, A., Debucquet, G., & Havard, C. (2006). The impact of higher education on students' and young managers' perception of companies and CSR: an exploratory analysis. Corporate Governance: The International Journal of Business in Society, 6(4), 463-474.
Stewart, P. (2010). A Louis Vuitton bag with a side of CSR. Forbes. Retrieved May 22, 2016, from http://www.forbes.com/sites/china/2010/07/22/a-louis-vuitton-bag-with-a-side-of-csr/#3caec594554e
Su, S., Jeong, Y. J., Choi, J. Y., & Kim, S. W. (2015). Effects of ethical management of retail enterprises in Korea on corporate image and purchase intention. The East Asian Journal of Business Management, 5(1), 27-35.
Torelli, C. J., Monga, A. B., & Kaikati, A. M. (2012). Doing poorly by doing good: Corporate social responsibility and brand concepts. Journal of Consumer Research, 38(5), 948-963.
Vanhamme, J., Lindgreen, A., Reast, J., & van Popering, N. (2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of Business Ethics, 109(3), 259-274.
Weiner, B. (1972). Attribution theory, achievement motivation, and the educational process. Review of Educational Research, 42(2), 203-215.
Wongpitch, S., Minakan, N., Powpaka, S., & Laohavichien, T. (2016). Effect of corporate social responsibility motives on purchase intention model: An extension. Kasetsart Journal of Social Sciences, 37(1), 30-37.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수