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다국적 기업의 위기 후 사회적 책임활동에 대한 소비자의 진정성 인식에 관한 연구

The Study of Consumer's Perception toward Authenticity of Corporate Social Responsibility(CSR) after a Multinational Company's Crisis

조승호
(사)위기관리이론과실천 (Crisis and Emergency Management: Theory and Praxis)|2015.04|Crisisonomy|제11권 제4호|pp. 171-185

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참고문헌

키워드

AuthenticityCorporate social responsibilityCrisis ManagementMulti-national company

초록

This study examined a consumer's perception toward authenticity of CSR activity after multi-national company's crisis by using Toyota case. The research considered corporate image and crisis responsibility as main factors influencing consumer's perception toward authenticity of CSR. The findings showed that crisis responsibility and corporate image significantly affected participants' perception toward authenticity of CSR activity. In addition, a corporate image worked as moderate variable between crisis responsibility and their perception toward authenticity of CSR activity.

Abstract

This study examined a consumer's perception toward authenticity of CSR activity after multi-national company's crisis by using Toyota case. The research considered corporate image and crisis responsibility as main factors influencing consumer's perception toward authenticity of CSR. The findings showed that crisis responsibility and corporate image significantly affected participants' perception toward authenticity of CSR activity. In addition, a corporate image worked as moderate variable between crisis responsibility and their perception toward authenticity of CSR activity.

참고문헌 (34)

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