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공익연계마케팅의 진정성과 구매의도의 조절된 매개효과: 브랜드 태도와 ESG활동의 역할

The Effect of Authenticity of Cause-related Marketing on Purchase Intention Through Brand Attitude: The Moderating Effect of ESG Activities

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2023.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제31권 제3호|pp. 1-17

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참고문헌

키워드

진정성구매의도Purchase IntentionAuthenticity브랜드 태도Brand AttitudeCause-related Marketing공익연계마케팅기업의 ESG 활동ESG Activi

초록

본 연구의 목적은 공익연계마케팅의 진정성이 브랜드 태도와 구매의도에 영향을 미치는지 조사하고 지각된 기업의 ESG활동이 공익연계마케팅의 진정성과 브랜드 태도사이에서 조절 역할을 하는지 알아 본다. 본 연구의 결과는 다음과 같다. 첫째, 공익연계마케팅의 진정성은 브랜드 태도에 긍정적인 영향을 미친다. 둘째, 브랜드 태도는 구매의도에 긍정적인 영향을 미치고, 공익연계마케팅의 진정성과 구매 의도 사이에서 매개효과를 지니는 것으로 나타났다. 셋째, 지각된 기업의 ESG 활동은 공익연계마케팅의 진정성과 브랜드 태도, 구매의도간의 관계에서 조절된 매개효과를 가지는 것으로 나타났다. 소비자 가 기업의 ESG 활동을 긍정적으로 지각하면, 브랜드에 대한 태도가 낮더라도 구매의도는 지속된다는 것을 의미한다. 본 연구를 통해 볼 때, 기업의 ESG 활동은 공익연계마케팅에 상승효과를 지니는 것을 알 수 있다. 따라서 기업은 공익연계마케팅을 기업의 ESG 활동차원에서 적극적으로 활용할 필요가 있다.

Abstract

The purpose of this study was to examine whether the authenticity of the cause-related marketing affects on brand attitude and purchase intention and the perceived ESG activity of company play a moderating role between cause-related marketing and brand attitude. The analysis results of this study are as follows. First, the authenticity of cause-related marketing had a positive impact on brand attitude. Second, brand attitude influenced positively on purchase intention. It also has a mediating effect in the relationship between the authenticity of cause-related marketing and purchase intention. Third, ESG activity had a moderated mediating effect between cause-related marketing and purchase intention. When consumers perceive a company's ESG activities positively, their purchase intention persists even if their attitude toward the brand is low. From this study, it can be seen that corporate ESG activities have a synergistic effect on cause-related marketing. Therefore, companies need to actively utilize cause-related marketing as part of their ESG activities.

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