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기업의 공유가치창출이 브랜드 자아 연대의식 및 브랜드충성도 형성에 미치는 영향에 관한 연구

The Effects of The Creating Shared Value on Building Self-Brand Connection and Brand Loyalty

진창현
경영경제연구소 (management & economic research institute)|2018.12|아태비즈니스연구 ((APJB) Asia Pacific Journal of Business)|제9권 제4호|pp. 201-221|DOI https://doi.org/10.32599/apjb.9.4.201812.201

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참고문헌

키워드

AuthenticityCVSEBrand LoyaltySelf-Brand ConnectionCorporate-Self-Identification

초록

The purpose of this study is to investigate the relationship between association of a company’sCSV activity and association of corporative competence and consumers’ self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporateidentification as well as how these factors influenced on brand loyalty. The paper attempts toexamine authenticity of CSV activity and product plays a moderating role when association ofCSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A targetcompany was selected by investigates. The company is one manufactures as well asimplements CSV activities as a means of ethical management. The results indicated that CSVassociation and corporative competence are closely related to the self-brand connection. Suchattitude in turn affected the consumers’ formation of self-and corporate-identification and brandloyalty. Authenticity of CSV activity and product was proven to play a moderating variablesfor brand loyalty and perception of company.

Abstract

The purpose of this study is to investigate the relationship between association of a company’sCSV activity and association of corporative competence and consumers’ self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporateidentification as well as how these factors influenced on brand loyalty. The paper attempts toexamine authenticity of CSV activity and product plays a moderating role when association ofCSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A targetcompany was selected by investigates. The company is one manufactures as well asimplements CSV activities as a means of ethical management. The results indicated that CSVassociation and corporative competence are closely related to the self-brand connection. Suchattitude in turn affected the consumers’ formation of self-and corporate-identification and brandloyalty. Authenticity of CSV activity and product was proven to play a moderating variablesfor brand loyalty and perception of company.

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