.png){kind=logo}
ISSN : 1229-8778
This study investigated the effects of consistency and distinction attribution of corporate's cause-related behavior on attitude toward corporate. Particularly, We examined that corporate's attitude would be differ from attribution types that are considered as either consistency or distinction on corporate cause-related behavior by consumer. Also, We consider that the change of attitude toward corporate would be differently caused by favorable of unfavorable prior attitude on corporate. To test that hypothesis, an experiment conducted in a 2×2 factorial design. In experiment, subjects were asked to respond the items that measured prior attitude, and then they read the fictional scripts about corporate cause-related behavior divided by both consistency and distinctive. Finally, We measured subject's attitude toward corporate. The results of empirical testing are follows. It appeared that corporate's cause-related behavior performed to be distinctively others is more favorable by subjects. In each groups, a group that has favorable prior attitude to corporate had main effects' distinctive attribution and interaction effects but, the other group(unfavorable prior attitude to corporate) appeared to only distinctive attribution effect on corporate cause-related behavior.
김자경, (2001) 공익연계 마케팅에 대한 고찰 , 한국언론학보
김자경, (2001) 공익연계 마케팅이 소비자 반응에 미치는 효과, 광고학 연구
남기덕, (1986) 인과귀인에서의 정보의 위계에 관한 연구 ,
조형오, (2000) 공익연계 광고메시지가 소비자의 의사결정에 미치는 영향, 광고연구
차재호, (1986) 귀인정보의 함축정보 연구: 합의성, 특이성 및 일관성 정보간의 상호함축관계, 한국심리학회지: 사회 및 성격
전경련, (2001) 사회공헌활동에 관한 기업인 및 국민의식조사 , 전경련
전경련, (2002) 기업 사회공헌활동 실태조사 결과, 전경련
Aaker, D. A, (1993) Brand & Advertising: Advertisings Role in Building Strong Brands, Lawrence Eribaun Associates, Hillsdale, New Jersey
Drumwright, M. E, (1996) Company advertising with social dimensions: The role of noneconomic criteria, Journal of Marketing
Ellen, P. S, (1996) Consumer reactions to corporate social responsibility, Do attributions make a difference? , Working Paper, Department of Marketing
Fiske, S. T, (1984) Social Cognitions, Addison-Wesley Publishing
Folkes, V. S, (1999) Effects of information about firm's ethical and unethical actions on consumers' attitudes, Journal of Consumer Psychology
Greenwald, A. G, (1989) Why attitudes are important: Defining attitude and attitude theory 20 years later. In Attitude structure and function(ch.17), Hillsdale, NJ: Lawrence Erlbaum Associates
Goldberg, R. , (1998) Corporate image: Business competency vs social conscience, Boston, Harvard University, December
Handelman, J. M, (1999) The role of marketing actions with a social dimension: Appeals to the institutional environment, Journal of Marketing
Heider, F, (1958) The Psychology of Interpersonal Relations, New York, Willey
Himmelstein, J. , (1997) Looking Good and Doing Good: Corporate Philanthropy and Corporate Power, Bloomington, Indiana University Press
Hobbs, R. D. , (1994) Corporate Staying Power, Massachusettes, Lexington Books
Jalvalgi, R. G, (1994) Awareness of sponsorship and corporate image: An empirical investigation, Journal of Advertising
Kelley, H, (1973) The processes of causal attribution, American Psychologist
Meenaghan, T. , (1998) Current developments & Future directions in sponsorship , International Journal of Advertising
Lorge, S. , (1998) Is cause-related marketing worth it? , Sales & Marketing Management
Richins, M, (1985) The Role of Product Importance in Complaint Limitation in Consumer Satisfaction/ Dissatisfaction and Complaining Behavior, Bloomington, IN. Indiana University School of Business
Ross Ⅲ, J. K, (1992) Consumer perceptions of organizations that use cause related marketing, Academy of Marketing Science
Smith, G, (1994) Are good causes good marketing, Business Week
Varadarajan, R, (1998) Cause related marking: A coalignment of marketing strategy and corporate philanthropy, Journal of Marketing
Winters, L. C, (1986) The effect of brand advertising on company image: Implications for corporate advertising, Journal of Advertising Research