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개도국 시장에서 다국적기업의 CSR이 기업과 브랜드 현지성에 미치는 영향: 필리핀 소비자를 대상으로

How CSR by Multinational Firms Affects Perceived Company and Brand Localness in Developing Countries: An Analysis with Philippine Consumers

한충민|안현미
한국국제경영학회 (Korean Academy of International Business)|2020.11|국제경영연구 (International Business Journal)|제31권 제4호|pp. 1-28|DOI http://dx.doi.org/10.14365/ibj.2020.31.4.1

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키워드

CSR제품 관여도product involvementdeveloping countriesconsumer animosity소비자 적대감brand localness개도국 소비자기업 현지성브랜드 현지성company localness
주제분류경영학

초록

본 연구는 다국적기업의 CSR이 개도국 소비자로부터 사업 정당성 확보에 기여하는지를 실증적으로 검증하고자 하였다. 이를 위해, 본 연구에서는 기업 현지성과 브랜드 현지성의 개념을 소개하고, CSR이 소비자의 현지성 인식에 영향을 미치는지 확인하고자 하였다. 또한 본 연구는 CSR의 이러한 효과를 조절하는 소비자 및 제품 요인을 분석하고자 하였다. 이를 위해 필리핀 소비자를 대상으로 3개 제품군의 한국과 중국 브랜드 대상으로 온라인 조사를 실시하였다. 검증 결과, 우선, CSR은 현지 소비자들에게 기업의 현지성과 브랜드 현지성 인식을 높이는 효과가 있는 것으로 나타났다. 그리고 CSR은 기업과 브랜드 현지성 인식 강화를 통해 브랜드 신뢰도와 구매 의도에 긍정적인 영향을 미치는 것으로 확인되었다. 조절 효과와 관련하여 소비자 적대감이 낮은 소비자에게서 CSR 효과가 더 크게 나타났으나, CSR 효과는 제품 관여도에 따라 달라지지 않았다.

Abstract

This study examines how CSR helps foreign multinationals obtain business legitimacy from local consumers in developing countries. For this purpose, the study proposes the concepts of company localness and brand localness and empirically assesses CSR impacts on them. In addition, the study investigates moderating factors for this CSR effect. We conduct online surveys with Philippines consumers on Korean and Chinese brands in three product categories. The findings of our study indicate that CSR has positive effects on perceived company localness and brand localness and that CSR leads to greater brand trust and purchase intentions through improved perceptions of company and brand localness. As to moderating factors, the study found that CSR shows greater effects among consumers with low animosity. However, product involvement was not found to moderate the CSR effects.

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