본문 바로가기
KERD
논문KCI 등재

The Effect of the Perceived Corporate Fit on Loyalty:The Mediating Roles of the Corporate Social Responsibility Perception

박성연|Eun Mi Lee|Jae H. Pae
한국마케팅과학회 (Korean Scholars of Marketing Science)|2011.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제21권 제1호|pp. 32-44

1

조회

0

다운로드

4

인용

0

참고문헌

키워드

LoyaltyCorporate social responsibility企业社会责任Corporate fitCSR perceptionCorporate credibility企业契合企业社会责任认知企业信用度忠诚度
주제분류경영학

초록

With the changes in the economic and social environment of companies, the dimensions of corporate responsibility have been greatly expanded. Now, firms should operate not only for their own profit but also for social welfare. Recently CSR (Corporate Social Responsibility) has been studied as an important construct in academia and highlighted as a pressing item on the practical corporate agenda (Covin, 2001; Sen and Bhattacharya, 2001). As consumers have been lately more interested in CSR, CSR activities are recognized as a sort of investment for higher company values, so that strategic CSR activities become more critical (Dean, 2003). In order to conduct CSR activities more effectively, it is necessary to examine ways to persuade consumers to pay attention to CSR activities. That is, this study examines the factors that affect consumer perception of CSR activities. Most previous studies consider only dimensions of perceived fit with a corporation’s core business and there is little empirical research focused on dimensions of perceived fit with corporate image even though corporate image plays an important role in both attracting and retaining customers (Andreassen and Lindestad, 1998). To overcome this limitation, this study considers the congruence of CSR activities from both the corporate image and the corporation’s core business. Also, when a company performs CSR activities related to that company, consumers perceive CSR activities more positively, and if consumers perceive CSR activities more favorably, they tend to prefer, put credence in, and remain loyal to that company. Therefore, this study examines the processes by which perceived corporate fit influences corporate credibility and consumer loyalty through a mediating variable of consumer perception of CSR activities. This study was conducted with a sample of 620 consumers aged 18 or older in Seoul, Korea. A total of 562 usable responses were obtained with a 90.6% response rate. The demographic profiles of the respondents are illustrated as follows: The sample consisted of 68.5% female and 31.5% male. In age distribution, 20-25 (36%) and 26-30 (24%) represent the majority of the sample. We adopted measures that had been suggested in the relevant literature and modified them in the context of the current study. Following the two-stage approach of model validation (Anderson and Gerbing, 1988), we tested the measurement validity of each construct appearing in the structural model and estimated the hypothesized model. The overall fit indices reflected a good model fit: CFI=.96, TLI=.96, RMSEA=.06. As the result, all the hypotheses except Hypothesis 1 are supported. Hypothesis 1 is concerned with the impact of a corporation’s core business fit on the consumer perception of CSR activities. However, the relationship is in the expected direction but statistically not supported (β=.09, t=1.48). Hypothesis 2 posits the impact of corporate image fit on the consumer perception of CSR activities. The result shows a significant impact of corporate image fit (β=.37, t=5.77). When consumers perceive that a corporate image is congruent with or relevant to its CSR activities, they perceive CSR activities as being genuine and favorable. Hypothesis 3 suggests the positive effect of consumer perception of CSR activities on corporate credibility. The result supported hypothesis 3 (β=.60, t=11.33). Hypothesis 4 posits the impact of consumer perception of CSR activities on consumer loyalty, which is statistically supported (β=.30, t=5.48). As consumers perceive CSR activities more positively, it increases consumer loyalty toward the company. Hypothesis 5 proposes the effect of corporate credibility on consumer loyalty. The result shows a significant positive relationship between them (β=.27, t=4.76). Therefore, a company should find ways to increase consumer loyalty by convincing consumers of the company's trustworthiness and honesty. Our research offers theoretical and managerial implications of CSR activities. First, we argue that perceived corporate fit is a determinant of consumer perception of CSR activities. Managing the perceived corporate fit with CSR activities will eventually increase consumer perceptions of CSR activities and become practical guides for CSR activities. According to the results, if the corporate image fit is congruent with its CSR activities, it derives a favorable consumer perception, while a corporation’s core business fit has no significant impact on the consumer perception of CRS activities. When a company engages in CSR activities in line with the company’s type of business, consumers assume the company is acting out of self-interest. But when a company engages in CSR activities in line with its image, consumers consider its motive as altruistic. Thus, marketers should encourage CSR activities that are consistent with the corporate image. Second, this research also focuses on consumer perception of CSR activities. This research has focused on a core mediated variable, namely consumer perception of CSR activities, which connects the CSR activities, corporate credibility, and consumer loyalty. Third, it is shown that consumer perception of CSR activities has a positive influence on corporate credibility and consumer loyalty. This confirms the value of acquiring both credibility and loyalty, and suggests that CSR activities have an important role in the relationship management between consumers and companies. It can be worthwhile to differentiate a firm from others in competitive markets by creating a positive corporate image. Finally, this research recommends detailed plans for CSR activities. Companies can generate synergy of social and economic values through clear and accurate directions for CSR activities.

Abstract

With the changes in the economic and social environment of companies, the dimensions of corporate responsibility have been greatly expanded. Now, firms should operate not only for their own profit but also for social welfare. Recently CSR (Corporate Social Responsibility) has been studied as an important construct in academia and highlighted as a pressing item on the practical corporate agenda (Covin, 2001; Sen and Bhattacharya, 2001). As consumers have been lately more interested in CSR, CSR activities are recognized as a sort of investment for higher company values, so that strategic CSR activities become more critical (Dean, 2003). In order to conduct CSR activities more effectively, it is necessary to examine ways to persuade consumers to pay attention to CSR activities. That is, this study examines the factors that affect consumer perception of CSR activities. Most previous studies consider only dimensions of perceived fit with a corporation’s core business and there is little empirical research focused on dimensions of perceived fit with corporate image even though corporate image plays an important role in both attracting and retaining customers (Andreassen and Lindestad, 1998). To overcome this limitation, this study considers the congruence of CSR activities from both the corporate image and the corporation’s core business. Also, when a company performs CSR activities related to that company, consumers perceive CSR activities more positively, and if consumers perceive CSR activities more favorably, they tend to prefer, put credence in, and remain loyal to that company. Therefore, this study examines the processes by which perceived corporate fit influences corporate credibility and consumer loyalty through a mediating variable of consumer perception of CSR activities. This study was conducted with a sample of 620 consumers aged 18 or older in Seoul, Korea. A total of 562 usable responses were obtained with a 90.6% response rate. The demographic profiles of the respondents are illustrated as follows: The sample consisted of 68.5% female and 31.5% male. In age distribution, 20-25 (36%) and 26-30 (24%) represent the majority of the sample. We adopted measures that had been suggested in the relevant literature and modified them in the context of the current study. Following the two-stage approach of model validation (Anderson and Gerbing, 1988), we tested the measurement validity of each construct appearing in the structural model and estimated the hypothesized model. The overall fit indices reflected a good model fit: CFI=.96, TLI=.96, RMSEA=.06. As the result, all the hypotheses except Hypothesis 1 are supported. Hypothesis 1 is concerned with the impact of a corporation’s core business fit on the consumer perception of CSR activities. However, the relationship is in the expected direction but statistically not supported (β=.09, t=1.48). Hypothesis 2 posits the impact of corporate image fit on the consumer perception of CSR activities. The result shows a significant impact of corporate image fit (β=.37, t=5.77). When consumers perceive that a corporate image is congruent with or relevant to its CSR activities, they perceive CSR activities as being genuine and favorable. Hypothesis 3 suggests the positive effect of consumer perception of CSR activities on corporate credibility. The result supported hypothesis 3 (β=.60, t=11.33). Hypothesis 4 posits the impact of consumer perception of CSR activities on consumer loyalty, which is statistically supported (β=.30, t=5.48). As consumers perceive CSR activities more positively, it increases consumer loyalty toward the company. Hypothesis 5 proposes the effect of corporate credibility on consumer loyalty. The result shows a significant positive relationship between them (β=.27, t=4.76). Therefore, a company should find ways to increase consumer loyalty by convincing consumers of the company's trustworthiness and honesty. Our research offers theoretical and managerial implications of CSR activities. First, we argue that perceived corporate fit is a determinant of consumer perception of CSR activities. Managing the perceived corporate fit with CSR activities will eventually increase consumer perceptions of CSR activities and become practical guides for CSR activities. According to the results, if the corporate image fit is congruent with its CSR activities, it derives a favorable consumer perception, while a corporation’s core business fit has no significant impact on the consumer perception of CRS activities. When a company engages in CSR activities in line with the company’s type of business, consumers assume the company is acting out of self-interest. But when a company engages in CSR activities in line with its image, consumers consider its motive as altruistic. Thus, marketers should encourage CSR activities that are consistent with the corporate image. Second, this research also focuses on consumer perception of CSR activities. This research has focused on a core mediated variable, namely consumer perception of CSR activities, which connects the CSR activities, corporate credibility, and consumer loyalty. Third, it is shown that consumer perception of CSR activities has a positive influence on corporate credibility and consumer loyalty. This confirms the value of acquiring both credibility and loyalty, and suggests that CSR activities have an important role in the relationship management between consumers and companies. It can be worthwhile to differentiate a firm from others in competitive markets by creating a positive corporate image. Finally, this research recommends detailed plans for CSR activities. Companies can generate synergy of social and economic values through clear and accurate directions for CSR activities.

참고문헌 (88)

  1. Aaker, D.A., "Managing Brands Equity" (1991), Free Press
  2. Aaker, D.A., "Consumer evaluations of brand extension", Journal of Marketing, 54(1), pp.27~41 (1990)
  3. Ahluwalia, R., "The effects of extensions on the family brand name: an accessibility- diagnosticity", Journal of Consumer Research, 27(3), pp.371~381 (2000)
  4. Anderson, J.C., "Structural equation modeling in practice: a review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  5. Andersson, L.M., "Cynicism in the workplace: some causes and effects", Journal of Organizational Behavior, 18(5), pp.449~469 (1997)
  6. Andreassen, T., "Customer loyalty and complex services the impact of corporate image on quality, customer satisfaction and loyalty for customers with varying degrees of service expertise", International Journal of Service Industry Management, 9(1), pp.7~23 (1998)
  7. Bainbridge, J., "Brand fit is crucial to the success of cause related ties", Marketing, 3, pp.21~25 (2001)
  8. Barone, M.J., "The influences of cause-related marketing on consumer choice: does one good turn deserve another", Journal of the Academy of Marketing Science, 28(2), pp.248~262 (2000)
  9. Becker-Olsen, K. L., "The impact of perceived corporate social responsibility on consumer behavior", Journal of Business Research, 59(1), pp.46~53 (2006)
  10. Berens, G., "Corporate associations and consumer product responses: the moderating role of corporate brand dominance", Journal of Marketing, 69(July), pp.35~48 (2005)
  11. Bettinghus, E.P., "Persuasive Communication" (1969), Willey
  12. Bhattacharya, C.B., "Consumer-company identification: a framework for understanding consumers' relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)
  13. Brown, M., "Alternative ways of assessing model fit. in Testing Structural Equation Models" (1993), Academic Press
  14. Brown, T.J., "The company and the product: corporate associations and consumer product responses", Journal of Marketing, 61(1), pp.68~84 (1997)
  15. Bucklin, L.P., "Organizing successful co-marketing alliances", Journal of Marketing, 57, pp.32~46 (1993)
  16. Chaudhuri, A., "The chain of effects form brand trust and brand affect to brand performance: the role of brand loyalty", Journal of Marketing, 65(2), pp.81~93 (2001)
  17. Cooper, R.G., "New products: the factors that drive success", International Marketing Review, 11(1), pp.60~86 (1994)
  18. Covin, G., "Should companies care", Fortune, 11, pp.60~ (2001)
  19. Dacin, P.A., "Corporate identify and corporate associations: a framework for future research", Corporate Reputation Review, 5(2), pp.254~263 (2002)
  20. Davis, J.J., "Consumer response to corporate environmental advertising", Journal of Consumer Marketing, 11, pp.25~47 (1994)
  21. Dean, D.H., "Consumers’ perception of corporate donations", Journal of Advertising, 32(4), pp.91~102 (2003)
  22. Demetriou, M., "Cause-related marketing: building the corporate image while supporting worthwhile causes", Journal of Brand Management, 17(4), pp.266~278 (2010)
  23. Dholakia, R.R., "Highly credible sources: persuasive facilitators or persuasive liabilities", Journal of Consumer Research, 3(4), pp.223~232 (1977)
  24. Drumwright, M.E., "Company advertising with a social dimension: the role of noneconomic criteria", Journal of Marketing, 60(4), pp.71~88 (1996)
  25. Du, S., "Reaping relational reward from corporate social responsibility: the role of competitive positioning", International Journal of Research in Marketing, 24(3), pp.224~241 (2007)
  26. Ellen, P.S., "Charitable programs and the retailer: do they mix", Journal of Retailing, 76(3), pp.393~407 (2000)
  27. Fiske, S.T., "Schema-triggered affect: applications to social perception. in Affect and Cognition: The Seventeenth Annual Carnegie Symposium on Cognition", pp.55~78 (1982), Lawrence Erlbaum Associates
  28. Fombrun, C.J., "Reputation: Realizing Value from the Corporate Image" (1996), Harvard Business School Press
  29. Forehand, M.R., "When is honesty the best policy? the effect of stated company intent on consumer skepticism", Journal of Consumer Psychology, 13(3), pp.349~356 (2003)
  30. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 81(1), pp.39~50 (1981)
  31. Garcia, Ma del Mar, "Influence of corporate social responsibility on loyalty and valuation of services", Journal of Business Ethics, 61(4), pp.369~385 (2005)
  32. Goldsmith, R.E., "The impact of corporate credibility and celebrity on consumer reaction to advertisements and brands", Journal of Advertising, 29(3), pp.43~54 (2000)
  33. Gourville, J.T., "Valuing the cause marketing relationship", California Management Review, 47(1), pp.38~57 (2004)
  34. Gray, R., "Developing a tight fit is crucial to CRM", Marketing, 4, pp.37~39 (2000)
  35. Griffin, J., "The corporate social performance and corporate financial performance debate, twenty five years of incomparable research", Business and Society, 36(1), pp.5~31 (1997)
  36. Gwinner, K., "A model of image creation and image transfer in event sponsorship", International Marketing Review, 14(3), pp.145~158 (1997)
  37. Harrison, J., "Stakeholders, social responsibility, and performance: empirical evidence and theoretical perspectives", Academy of Management Journal, 42(5), pp.479~485 (1999)
  38. Harmon, R.R., "The persuasive effects of source credibility in buy and lease situations", Journal of Marketing Research, 19(2), pp.255~260 (1982)
  39. Hoeffler, S., "Building brand equity through corporate social marketing", Journal of Public Policy & Marketing, 21(1), pp.78~89 (2002)
  40. 장형유, "The Effects on CRM Performance and Relationship Quality of Successful Elements in the Establishment of Customer Relationship Management: Focused on Marketing Approach", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(4), pp.121~157 (2008), 한국마케팅과학회
  41. Johar, G.V., "Relatedness, prominence, and constructive sponsor identification", Journal of Marketing Research, 36(3), pp.299~312 (1999)
  42. John, D.R., "The negative impact of extensions: can flagship products be diluted", Journal of Marketing, 62, pp.19~32 (1998)
  43. Keller, K.L., "Strategic Brand Management" (1998), Prentice Hall
  44. Keller, K.L., "Building customer-based equity", Marketing Management, 10(2), pp.15~9 (2001)
  45. 김경진, "The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty", Journal of Global Scholars of Marketing Science(마케팅과학연구), 19(3), pp.5~16 (2009), 한국마케팅과학회
  46. Klein, J., "Corporate social responsibility and consumers’ attributions and brand evaluations in a product-harm crisis", International Journal of Research in Marketing, 21(3), pp.203~17 (2004)
  47. 고은주, "Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(4), pp.309~332 (2008), 한국마케팅과학회
  48. Koo, G.Y., "Effect of perceived sport event and sponsor image fit on consumers’ cognition, affect, and behavioral intentions", Sport Marketing Quarterly, 15(3), pp.80~90 (2006)
  49. Lafferty, B. A., "The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibility", Journal of Business Research, 60(5), pp.447~453 (2007)
  50. Lafferty, B.A., "Corporate credibility's role in consumers' attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad", Journal of Business Research, 44(2), pp.109~117 (1999)
  51. Lichtenstein, D.R., "The effects of corporate social responsibility on customer donations to corporate-supported nonprofits", Journal of Marketing, 68(4), pp.16~32 (2004)
  52. Lee E.M., "The effect of the perceived fit between corporate and CSR activities on corporate credibility and consumer loyalty: the mediating roles of consumer perception of CSR activities", Proceedings of the 2nd World Business Ethics Conference (2008)
  53. Min-Young Lee, "Consumer Awareness and Evaluation of Retailers’ Social Responsibility: An Exploratory Approach into Ethical Purchase Behavior from a U.S Perspective", Journal of Global Scholars of Marketing Science(마케팅과학연구), 20(1), pp.48~57 (2010), 한국마케팅과학회
  54. Lutz, R.J., "Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences", Advances in Consumer Research, 10, pp.532~539 (1983)
  55. Mackenzie, S.B., "Transformational and transactional leadership and salesperson performance", Journal of the Academy of Marketing Science, 29(2), pp.115~134 (2001)
  56. Maignan, I., "Consumers’ perception of corporate social responsibilities: a cross-cultural comparison", Journal of Business Ethics, 30(1), pp.57~72 (2001)
  57. Maignan, I., "Corporate citizenship as a marketing instrument: concepts, evidence, and research directions", European Journal of Marketing, 35(3), pp.457~484 (2001)
  58. McDanald, C., "Sponsorship and the image of the sponsor", European Journal of Marketing, 25(11), pp.31~38 (1991)
  59. McDonald, R., "Choosing a multivariate model: noncentrality and goodness of fit", Psychological Bulletin, 107(2), pp.247~255 (1990)
  60. McDaniel, S.R., "An investigation of match-up effects in sport sponsorship advertising: the implications of consumer advertising schemas", Psychology & Marketing, 16(2), pp.163~184 (1999)
  61. McSweeney, F.K., "Recent developments in classical conditioning", Journal of Consumer Research, 11(2), pp.619~631 (1984)
  62. Menon, S., "Corporate sponsorships of philanthropic activities: when do they impact perception of sponsor brand", Journal of Consumer Psychology, 13(3), pp.316~327 (2003)
  63. Misra, S., "Celebrity spokesperson and brand congruence: an assessment of recall and affect", Journal of Business Research, 21(2), pp.159~173 (1990)
  64. 문준연, "Corporate Image Effects on Consumers’ Evaluation of Brand Trust and Brand Affect", Journal of Global Scholars of Marketing Science(마케팅과학연구), 17(3), pp.21~37 (2007), 한국마케팅과학회
  65. Newell, S., "The development of a scale to measure perceived corporate credibility", Journal of Business Research, 52(3), pp.235~247 (2001)
  66. Nunnally, J.C., "Psychometic Theory" (1978), McGraw-Hill
  67. Olive, R.L., "Whence consumer loyalty", Journal of Marketing, 63(5), pp.33~44 (1999)
  68. Pave, M., "The association between corporate social responsibility and financial performance, the paradox of social cost", Journal of Business Ethics, 15(3), pp.321~357 (1996)
  69. Podsakoff, P.M., "Self-reports in organizational research: problems and prospects", Journal of Management, 12(4), pp.531~534 (1986)
  70. Podsakoff, P.M., "Common method biases in behavioral research: a critical review of the literature and recommended remedies", Journal of Applied Psychology, 88(5), pp.879~899 (2003)
  71. Poiesz, T.B.C., "The image concept: its place in consumer psychology", Journal of Economic Psychology, 10(4), pp.457~472 (1989)
  72. Porter, M.E., "From competitive advantage to corporate strategy", Harvard Business Review, 65(3), pp.43~51 (1987)
  73. Pracejus, J.W., "The role of brand", cause fit in the effectiveness of cause-related marketing campaigns, 2004, pp.57(6), 635~640
  74. 최세정, "Congruence effects in sponsorship - The mediating role of sponsor credibility and consumer attributions of sponsor motive", JOURNAL OF ADVERTISING, 33(1), pp.29~42, M E SHARPE INC
  75. Ruth, J.A., "‘Brought to you by brand A and brand B’: investigation multiple sponsors' influence on consumers' attitudes toward sponsored events", Journal of Advertising, 32(3), pp.19~30 (2003)
  76. Rumelt, R.P., "Strategy, Structure, and Economic Performance" (1974), Harvard University Press
  77. Sen, S., "Does doing good always lead to doing better? consumer reactions to corporate social responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001)
  78. Sen, S., "The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment", Journal of the Academy of Marketing Science, 34(2), pp.158~166 (2006)
  79. Shimp, T.A., "A program of classical conditioning experiments testing variations in the conditioned stimulus and context", Journal of Consumer Research, 18(June), pp.1~12 (1991)
  80. Simonin, B.L., "Is a company known by the company it keeps? assessing the spillover effects of brand alliances on consumer brand attitudes", Journal of Marketing Research, 35(1), pp.30~42 (1998)
  81. Sternthal, B., "The persuasive effect of source credibility: a situational analysis", Public Opinion Quarterly, 42(3), pp.285~314 (1978)
  82. Sureschchandar, G.S., "The relationship between service quality and customer satisfaction – a factor specific approach", The Journal of Service Marketing, 16(4), pp.363~379 (2002)
  83. Sweeney, J., "The effects of brand credibility on customer loyalty", Journal of Retailing and Consumer Services, 15(3), pp.179~193 (2008)
  84. "Giving Korea"[URL]
  85. Till, B.D., "Toward effective use of cause-related marketing alliances", Journal of Product and Brand Management, 9(7), pp.472~484 (2000)
  86. Van Riel, C.B.M., "Principles of Corporate Communication" (1995), Prentice Hall
  87. Waddock, S., "Corporate social responsibility audits: doing well by doing good", Sloan Management Review, 41(2), pp.75~83 (2000)
  88. Zinkhan, G.M., "Corporate image: a conceptual framework for strategic planning. American Marketing Association", Conference Proceedings, pp.152~160 (2001)

관련 논문AI추천

The Effects of the Perceived Motivation Type toward Corporate Social Responsibility Activities on Customer Loyalty김경진, 박종철한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2009 · 제19권 제3호기업의 사회적 책임활동을 통한 기업이미지 및 고객가치 향상이 고객충성도에 미치는 영향김종호, 송인암, 황희중한국유통과학회 · 유통과학연구2014 · 제12권 제8호The Effect of Corporate Social Responsibility Activities on Customer Satisfaction and Loyalty: Exploring Affective and Cognitive Mechanisms왕용, 박종철, 이동진한국상품학회 · 상품학연구2022 · 제40권 제2호기업의 CSR 실행과 소비자의 태도 및 행동: CSR 진정성과 CSR 적합성의 매개효과배성주, 채명수, Yu Meng-Ying한국기업경영학회 · 기업경영연구2024 · 제31권 제3호기업의 사회적 책임이 기업에 대한 신뢰 및 평판과 고객충성도에 미치는 영향: 소비자의 윤리적 의식의 조절효과를 중심으로곽교, 권영철한국기업경영학회 · 기업경영연구2016 · 제23권 제2호CSR 활동이 고객충성도에 미치는 영향 : 중국진출 국내 3개 기업을 중심으로김철, 윤성환중국연구소 · 중국연구2010 · 제48권

이 간행물의 다른 논문 (4건)

Attitudes of Gen-X & Gen-Y Adults Toward Participatingin Mobile Phone Surveys: A Two-Phase StudyJeff W. Totten, 최영균pp. 1-8Comparative Study on the IMC Level of TV andPrint Ads between Korea and ChinaDong-xin Li, Mitch Griffin, 이용기, 이동일pp. 9-22Gender and Attitude to Fair Trade: Examination of the Mediation Effect by Consumer Social Mindedness송유진pp. 23-31Overreliance on Statistical Testing Logic in the Empirical Testing of Theories and HypothesesHyun-Chul Cho, Shuzo Abepp. 45-53
원문 보기