본문 바로가기
KERD
논문KCI 등재

개도국 시장에서의 자선적 CSR 효과: 베트남 소비자를 중심으로

Assessing the Effects of Corporate Philanthropy in Emerging Markets: An Analysis with Vietnamese Consumers

김경애|한충민|응웬티한
한국국제경영학회 (Korean Academy of International Business)|2016.08|국제경영연구 (International Business Journal)|제27권 제3호|pp. 111-137|DOI http://dx.doi.org/10.14365/ibj.2016.27.3.4

0

조회

0

다운로드

16

인용

0

참고문헌

키워드

다국적기업CSRdeveloping countries개도국multinational firms글로벌 CSRglobal CSR
주제분류경영학

초록

본 연구에서는 외국 기업의 CSR이 개도국 소비자의 구매의도에 영향을 미치는지를 확인하고자 한다. 선행 연구에서는 다국적기업의 개도국에서의 CSR이 글로벌 이해관계자에 미치는 영향이 큰 것으로 보고하고 있으나, 개도국 소비자에 미치는 영향에 관하여서는 명확하지 않다. 구체적으로 본 연구에서는 베트남 소비자를 대상으로 자선적 CSR이 기업이미지와 구매의도에 미치는 영향을 분석하였고, 기업이미지에 따라 CSR 효과가 달라질 수 있는지를 검증하였다. 검증 결과, 기대와 달리 베트남 소비자에게는 자선적 CSR이 구매의도에 미치는 영향이 크지 않았다. 구체적으로, 베트남 소비자들의 CSR 인식은 구매의도에 직접적인 영향을 주지 않았다. 그러나 CSR은 기업이미지에 유의한 영향을 미치고, 기업이미지를 통해 간접적으로 구매의도에 영향을 미치는 것으로 나타났다. 그리고 CSR 효과는 호의적인 브랜드에서는 나타나지 않았다.

Abstract

This paper is intended to empirically investigate how consumers in emerging markets react to corporate philanthropy by foreign firms. Extant literature suggests that CSRs by multinational firms can affect their relationships with global stakeholders, but it is unclear as to whether such CSRs affect consumers’ purchase intentions in emerging countries. Specifically, our paper addresses this issue as it relates to Vietnamese consumers by examining how CSRs affect consumers' purchase intentions and corporate image. The paper found that corporate philanthropy did not directly affect consumers' purchase intentions in Vietnam. However, it was found to indirectly influence purchase intentions through corporate image. Additionally, such CSR effects were not significant with strong brands. Overall, our findings suggest that CSRs may not have profound effects on consumers in emerging markets.

참고문헌 (78)

  1. Arli, D. I., "Consumers' Perception of Corporate Social Responsibility in a Developing Country", International Journal of Consumer Studies, 34(1), pp.46~51 (2010)
  2. Auger, P., "What Will Consumers Pay for Social Product Features?", Journal of Business Ethics, 42(3), pp.281~304 (2003)
  3. Ayios, A., "Social Capital : A Review from an Ethics Perspective", Business Ethics: A European Review, 23(1), pp.108~124 (2014)
  4. Berens, G., "Corporate Associations and Consumer Product Responses : The Moderating Role of Corporate Brand Dominance", Journal of Marketing, 69(3), pp.35~48 (2005)
  5. Bhattacharya, C. B., "Strengthening Stakeholder–Company Relationships Through Mutually Beneficial Corporate Social Responsibility Initiatives", Journal of Business Ethics, 85(2), pp.257~272 (2009)
  6. Blombäck, A., "Challenging the Importance of Size as Determinant for CSR Activities", Management of Environmental Quality : An International Journal, 20(3), pp.255~270 (2009)
  7. Brown, T. J., "The Company and the Product : Corporate Associations and Consumer Product Responses", Journal of Marketing, 61(1), pp.68~84 (1997)
  8. Bruner II.G. C., "Marketing Scales Handbook: A Compilation of Multi-Item Measures for Consumer Behavior & Advertising Research (Vol. 5)" (2009), GCBII Productions
  9. 변선영, "한․일 기업의 전략적 CSR 활동과 기업성과", 국제경영연구, 22(1), pp.83~110 (2011), 한국국제경영학회
  10. Carroll, A. B., "A Three-Dimensional Conceptual Model of Corporate Performance", Academy of Management Review, 4(4), pp.497~505 (1979)
  11. Carroll, A. B., "The Pyramid of Corporate Social Responsibility : Toward the Moral Management of Organizational Stakeholders", Business Horizons, 34(4), pp.39~48 (1991)
  12. Carroll, A. B., "Business and Society: Ethics, Sustainability, and Stakeholder Management" (2015), Cengage Learning
  13. Carvalho, S. W., "Consumer Reactions to CSR : A Brazilian Perspective", Journal of Business Ethics, 91(2), pp.291~310 (2010)
  14. CSR in Asia : A Seven Country Study of CSR Website Reporting, "Chambers, E.", International Centre for Corporate Social Responsibility, ~, pp.Research Paper Series No. 09-2003 (2003)
  15. Creyer, E. H., "Tradeoffs between Price and Quality: How a Value Index Affects Preference Formation", Journal of Consumer Affairs, 31(2), pp.280~302 (1997)
  16. Crilly, D., "Do‐No‐Harm versus Do‐Good Social Responsibility : Attributional Thinking and the Liability of Foreignness", Strategic Management Journal, 37(7), pp.1316~1329 (2015)
  17. Darnall, N., "Adopting Proactive Environmental Strategy : The Influence of Stakeholders and Firm Size", Journal of Management Studies, 47(6), pp.1072~1094 (2010)
  18. DiMaggio, P. J., "The Iron Cage Revisited : Institutional Isomorphism and Collective Rationality in Organizational Fields", American Sociological Review, 48(2), pp.147~160 (1983)
  19. Donaldson, T., "Ties that Bind: A Social Contracts Approach to Business Ethics" (1999), Harvard Business School Press
  20. Du, S., "Maximizing Business Returns to Corporate Social Responsibility(CSR) : The Role of CSR Communication", International Journal of Management Reviews, 12(1), pp.8~19 (2010)
  21. Fatma, M., "Consumer Perspective on CSR Literature Review and Future Research Agenda", Management Research Review, 38(2), pp.195~216 (2015)
  22. Fornell C., "Evaluation Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
  23. Fussell, H., "The Relationship between Social Capital, Transaction Costs, and Organizational Outcomes : A Case Study", Corporate Communications : An International Journal, 11(2), pp.148~161 (2006)
  24. Gifford, B., "Building Local Legitimacy into Corporate Social Responsibility : Gold Mining Firms in Developing Nations", Journal of World Business, 45(3), pp.304~311 (2010)
  25. Hah, K., "Multinational Enterprise Subsidiaries and Their CSR : A Conceptual Framework of the Management of CSR in Smaller Emerging Economies", Journal of Business Ethics, 122(1), pp.125~136 (2014)
  26. Han, C. M., "Consumer Expectations of Corporate Social Responsibility of Foreign Multinationals in Korea", Emerging Markets Finance and Trade, 51(2), pp.293~305 (2015)
  27. Han, C. M., "Consumer Cosmopolitanism and Ethnocentrism in Evaluations of Japanese Brands", Paper presented at World Business and Social Science Conference (2013)
  28. 한충민, "외국 기업의 사회적 책임에 대한 소비자 기대에 관한 실증 연구 - 유럽 자동차 업체를 중심으로 -", 국제경영연구, 22(1), pp.29~50 (2011), 한국국제경영학회
  29. Haque, M. Z., "Corporate Social Responsibility, Economic Globalization and Developing Countries : A Case Study of the Ready Made Garments Industry in Bangladesh", Sustainability Accounting, Management and Policy Journal, 6(2), pp.166~189 (2015)
  30. He, H., "Consumer Evaluation of Technology-Based Vertical Brand Extension", European Journal of Marketing, 44(9, pp.10) (2010), 1366~1383
  31. Holt, D. B., "The Global Market", pp.180~201 (2004), John Wiley & Sons, Inc
  32. Hopkins, M., "Corporate Social Responsibility and International Development:Is Business the Solution?" (2007), Earthscan
  33. Husted, B. W., "Corporate Social Responsibility in the Multinational Enterprise : Strategic and Institutional Approaches", Journal of International Business Studies, 37(6), pp.838~849 (2006)
  34. Jamali D., "A Stakeholder Approach to Corporate Social Responsibility: A Fresh Perspective into Theory and Practice", Journal of Business Ethics, 82(1), pp.213~231 (2008)
  35. Jamali D., "The CSR of MNC Subsidiaries in Developing Countries: Global, Local, Substantive or Diluted?", Journal of Business Ethics, 93(2), pp.181~200 (2010)
  36. 정종희, "다국적기업의 글로벌 친환경혁신전략에 대한제도적 결정요인과 경영성과", 국제경영연구, 25(3), pp.1~29 (2014), 한국국제경영학회[DOI]
  37. Kim, C. H., "CSR and the National Institutional Context : The Case of South Korea", Journal of Business Research, 66(12), pp.2581~2591 (2013)
  38. 김진호, "경영학 연구에서의 구조방정식 모형의 적용: 문헌 연구와 비판", 경영학연구, 36(4), pp.897~923 (2007), 한국경영학회
  39. Ko, E., "Green Marketing‘ Functions in Building Corporate Image in the Retail Setting", Journal of Business Research, 66(10), pp.1709~1715 (2013)
  40. Kolk, A., "Corporate Social Responsibility in China : An Analysis of Domestic and Foreign Retailers’ Sustainability Dimensions", Business Strategy and the Environment, 19(5), pp.289~303 (2010)
  41. Kolk, A., "Consumer Perceptions of CSR: (How) Is China Different?", International Marketing Review, 32(5), pp.492~517 (2014)
  42. Laudal, T., "Drivers and Barriers of CSR and the Size and Internationalization of Firms", Social Responsibility Journal, 7(2), pp.234~256 (2011)
  43. Lee, J. H., "The Interactions of CSR, Self-Congruity and Purchase Intention among Chinese Consumers", Australasian Marketing Journal, 23(1), pp.19~26 (2015)
  44. 이경미, "Multinational Corporations and Citizenship Behavior: The Effects of Strategic Choices and National Institutions", 국제경영연구, 23(2), pp.1~33 (2012), 한국국제경영학회
  45. 이수정, "기업의 사회적 책임 활동의 야누스 효과", 경영학연구, 40(4), pp.919~954 (2011), 한국경영학회
  46. Lichtenstein, D. R., "The Effect of Corporate Social Responsibility on Customer Donations to Corporate-Supported Nonprofits", Journal of Marketing, 68(4), pp.16~32 (2004)
  47. Lin, C. P., "Understanding Purchase Intention during Product-Harm Crises : Moderating Effects of Perceived Corporate Ability and Corporate Social Responsibility", Journal of Business Ethics, 102(3), pp.455~471 (2011)
  48. Luo, X., "Corporate Social Responsibility, Customer Satisfaction, and Market Value", Journal of Marketing, 70(4), pp.1~18 (2006)
  49. Magnusson, P., "An Examination of the Interplay between Corporate Social Responsibility, the Brand’s Home Country, and Consumer Global Identification", International Marketing Review, 32(6), pp.663~685 (2015)
  50. Marin, L., "The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior", Journal of Business Ethics, 84(1), pp.65~78 (2009)
  51. Meyer, J. W., "Institutionalized Organizations : Formal Structure as Myth and Ceremony", American Journal of Sociology, 83(2), pp.340~363 (1977)
  52. Mohan, A., "Global Corporate Social Responsibilities Management in MNCs", Journal of Business Strategies, 23(1), pp.9~32 (2006)
  53. Moir, L., "What Do We Mean by Corporate Social Responsibility?", Corporate Governance: The International Journal of Business in Society, 1(2), pp.16~22 (2001)
  54. Report on CSR’s Global and Regional Trends, "Nam, Y. S.", Ministry of Foreign Affairs and Trade, ~ (2011)
  55. Park, B. I., "Corporate Social Responsibility : Stakeholders Influence on MNEs’ Activities", International Business Review, 23(5), pp.966~980 (2014)
  56. Planken, B., "CSR across the Globe : Dutch and Indian Consumers' Responses to CSR", International Journal of Organizational Analysis, 21(3), pp.357~372 (2013)
  57. 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.879~903 (2003)
  58. Podsakoff, P. M., "Self-Reports in Organizational Research : Problems and Prospects", Journal of Management, 12(4), pp.531~544 (1986)
  59. Porter, M. E., "The Link between Competitive Advantage and Corporate Social Responsibility", Harvard Business Review, 84(12), pp.78~92 (2006)
  60. Porter, M. E., "Creating Shared Value", Harvard Business Review, 89(1, pp.2) (2011), 62~77
  61. Prahalad, C. K., "Serving the World’s Poor, Profitably", Harvard Business Review, 80(9), pp.48~59 (2002)
  62. Ramasamy, B., "Chinese Consumers’ Perception of Corporate Social Responsibility(CSR)", Journal of Business Ethics, 88(1), pp.119~132 (2009)
  63. Reverte, C., "Determinants of Corporate Social Responsibility Disclosure Ratings by Spanish Listed Firms", Journal of Business Ethics, 88(2), pp.351~366 (2009)
  64. 이양복, "한국기업 해외자회사의 전략적 CSR 활동의 동인 및 성과에 관한 연구", 국제경영연구, 27(1), pp.83~110 (2016), 한국국제경영학회[DOI]
  65. Salomon, R., "Institutional Distance and Local Isomorphism Strategy", Journal of International Business Studies, 43(4), pp.343~367 (2012)
  66. 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)
  67. Sen, S., "The Relevance of Stakeholder Theory and Social Capital Theory in the Context of CSR in SMEs : An Australian Perspective", Journal of Business Ethics, 118(2), pp.413~427 (2013)
  68. 심경환, "지각된 기업 정당성이 소비자 행동의도에 미치는 영향 - 지각된 제품가치의 매개효과를 중심으로", 마케팅연구, 29(2), pp.25~53 (2014), 한국마케팅학회
  69. Suchman, M. C., "Managing Legitimacy: Strategic and Institutional Approaches", Academy of Management Review, 20(3), pp.571~610 (1995)
  70. Sundaram A. K., "The Corporate Objective Revisited", Organization Science, 15(3), pp.350~363 (2004)
  71. Tan, J., "MNC Strategic Responses to Ethical Pressure : An Institutional Logic Perspective", Journal of Business Ethics, 98(3), pp.373~390 (2011)
  72. Varadarajan, R., "Toward Sustainability : Public Policy, Global Social Innovations for Base-of-the-Pyramid Markets, and Demarketing for a Better World", Journal of International Marketing, 22(2), pp.1~20 (2014)
  73. Visser, W., "Oxford Handbook of Corporate Social Responsibility", pp.473~503 (2008), Oxford University Press
  74. West, S. G., "Structural Equation Modeling:Concepts, Issues, and Applications" (1995), Sage
  75. Winters, L. C., "The Effect of Brand Advertising on Company Image-implications for Corporate Advertising", Journal of Advertising Research, 26(2), pp.54~59 (1986)
  76. Yang, X., "Antecedents of CSR Practices in MNCs’ Subsidiaries : A Stakeholder and Institutional Perspective", Journal of Business Ethics, 86(2), pp.155~169 (2009)
  77. Yu, J. P., "The Principles and Understandings of Structural Equation Modeling" (2012), Hannarae Publishing
  78. Zhao, X., "Reconsidering Baron and Kenny : Myths and Truths about Mediation Analysis", Journal of Consumer Research, 37(2), pp.197~206 (2010)

관련 논문AI추천

베트남 진출 외국 기업의 CSR 활동이 국가이미지에 미치는 영향김상묵, 김언정, 한충민한국국제통상학회 · 국제통상연구2013 · 제18권 제1호개도국 시장에서 다국적기업의 CSR이 기업과 브랜드 현지성에 미치는 영향: 필리핀 소비자를 대상으로안현미, 한충민한국국제경영학회 · 국제경영연구2020 · 제31권 제4호다국적기업의 글로벌 CSR 프로그램의 소비자효과 분석: CSR 대상, NGO 그리고 모국이미지 요인 중심으로김경애, 손성범, 한충민한국국제통상학회 · 국제통상연구2016 · 제21권 제4호베트남 내 기업의 사회적 책임(CSR) 동향과 유형 연구: 한국, 베트남, 일본 기업의 SR활동을 중심으로정혜영, 최병헌한국동남아학회 · 동남아시아연구2016 · 제26권 제2호기업의 CSR 실행과 소비자의 태도 및 행동: CSR 진정성과 CSR 적합성의 매개효과배성주, 채명수, Yu Meng-Ying한국기업경영학회 · 기업경영연구2024 · 제31권 제3호기업의 사회적 책임 활동의 효과에 대한 실증적-인과적 접근: CSR은 제품의 품질을 상쇄(offset)하는가?윤성준, 정원식한국상품학회 · 상품학연구2014 · 제32권 제6호

이 간행물의 다른 논문 (3건)

Intermediary-Determined Exchange RatesNam Jong Kimpp. 1-54Effectiveness of Group- and Individual-Focused Transformational Leadership: A Comparative Study between Korean and Japanese Employees from Crossvergence Perspective조영삼pp. 55-86정책불확실성과 미국 국채 수요: 투자자 유형별 분석Kyoung Sun Parkpp. 87-110
원문 보기