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패션기업에 대한 CSR기대와 브랜드 자산에 미치는 영향

CSR Expectation from Fashion Firms and its Impact on Brand Equity

류은정|안수경
한국의류산업학회 (The Society of Fashion and Textile Industry)|2013.02|한국의류산업학회지 (The Korean Fashion and Textile Research Journal)|제15권 제1호|pp. 73-83

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키워드

corporate social responsibility사회적책임소비자기대customer-based brand equity고객기반브랜드기업의사회적책임고객기반브랜드자산consumer expectations
주제분류생활과학

초록

This study explores the ideal corporate social responsibility(CSR) that fashion consumers expect from a fashion firm in the identification of dimensions and levels of consumer expectations as well as examines the impact of CSR expectations on customer-base brand equity. The data of 315 adults were collected through a nationwide online survey. In order to analyze the data, this study employed Confirmatory factor analysis (CFA), paired t-test, structural equation modeling(SEM), and descriptive analysis. This study first identified seven fashion CSR expectations (environmental, ethical,social, internal management, philanthropic, economic, and legal expectations). Internal management and environmental activities were highly expected from fashion firms; however, economic activity was low in expectations. Five models separately tested the relationship between CSR expectations and brand equity (trustworthiness, attachment, performance,social image, and value). Economic, environmental, internal management, social and ethical CSR expectations influenced customer-based brand equity; however, philanthropic and legal expectations did not influence any dimension of customer-based brand equity. This study provides a framework of ideal CSR from a consumer perspective and suggests that fashion marketers should focus on economic, environmental, internal management, social and ethical CSR activities to meet the expect Haitians of fashion consumers and build stronger brand equity.

Abstract

This study explores the ideal corporate social responsibility(CSR) that fashion consumers expect from a fashion firm in the identification of dimensions and levels of consumer expectations as well as examines the impact of CSR expectations on customer-base brand equity. The data of 315 adults were collected through a nationwide online survey. In order to analyze the data, this study employed Confirmatory factor analysis (CFA), paired t-test, structural equation modeling(SEM), and descriptive analysis. This study first identified seven fashion CSR expectations (environmental, ethical,social, internal management, philanthropic, economic, and legal expectations). Internal management and environmental activities were highly expected from fashion firms; however, economic activity was low in expectations. Five models separately tested the relationship between CSR expectations and brand equity (trustworthiness, attachment, performance,social image, and value). Economic, environmental, internal management, social and ethical CSR expectations influenced customer-based brand equity; however, philanthropic and legal expectations did not influence any dimension of customer-based brand equity. This study provides a framework of ideal CSR from a consumer perspective and suggests that fashion marketers should focus on economic, environmental, internal management, social and ethical CSR activities to meet the expect Haitians of fashion consumers and build stronger brand equity.

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패션 기업의 사회적 책임이 브랜드 애착 및 브랜드 자산에 미치는 영향김미영, 이승희복식문화학회 · 복식문화연구2006 · 제14권 제4호패션기업의 CSR 노력이 사회관계성과 친사회적 소비행동에 미치는 영향나윤규한국패션비즈니스학회 · 패션 비즈니스2016 · 제20권 제1호업사이클링 패션 브랜드 이미지가 브랜드 자산과 행동 의도에 미치는 영향 - 브랜드 자산 이론과 친환경 소비에 대한 동료 영향의 조절 효과를 중심으로 -박민정, 박주인, 유정민한국의류산업학회 · 한국의류산업학회지2024 · 제26권 제4호Consumer Ethics and Fashion Corporate Social Responsibility -Attributions of Fashion CSR Motives and Perceptions-안수경한국패션비즈니스학회 · 패션 비즈니스2016 · 제20권 제6호패션 기업의 사회적 책임 활동이 소비자 구매 행동에 미치는 영향신수연, 이정임복식문화학회 · 복식문화연구2010 · 제18권 제6호패션기업의 CSR 활동 유형에 대한 소비자의 인지적 적합성이 소비자 행동에 미치는 영향신수연, 이정임한국의류산업학회 · 한국의류산업학회지2011 · 제13권 제6호

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