공익연계마케팅이 소비자 가치 및 고객충성도에 미치는 영향에 관한 연구 - 브랜드 적합도 조절효과 -
A Study on the Effects of Cause-Related Marketing on Consumer Value and Customer Royalty - Focusing on the Moderating Effects of Brand Fit -
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초록
최근 ESG 등 기업의 사회적 책임 역할이 증대됨에 따라 본 연구에서는 기업의 비즈니스와 공익이 연계된 공익연계마케팅이 소비자의 구매태도에 미치는 영향을 분석하였다. 특히 본 연구에서는 공익연계마케팅이 소비자 가치 창출을 매개로 하여 고객충성도에 미치는 영향과 더불어 기업 제품과 공익단체 성격의 일치성을 나타내는 브랜드 적합도가 공익연계마케팅이 소비자 가치 창출에 미치는 영향에 대한 조절효과를 살펴보았다. 소비자 452명을 대상으로 분석한 결과 공익연계마케팅이 대체로 기능적 가치, 정서적 가치, 사회적 가치 등 소비자 가치에 긍정적 영향을 미치며 또한 고객충성도에도 직접적으로 긍정적 영향을 미치는 것으로 나타났다. 한편, 소비자 가치 중 정서적 가치만 고객충성도에 긍정적 영향을 미치고 공익연계마케팅이 소비자 가치에 미치는 영향에 있어 브랜드 적합도의 조절효과는 기능적 가치와 정서적 가치에 걸쳐 유효하게 나타났다. 이러한 연구결과는 대체로 공익연계마케팅이 소비자 가치 형성 및 고객충성도 창출에 도움이 될 수 있음을 입증해 주는 것이다.
Abstract
As the concern of corporate social responsibility such as ESG has increased recently, this study analyzed the effect of Cause-related marketing on consumers' purchasing attitudes. The Cause-related marketing is a kind of social marketing that links corporate business to public interests. Particularly, this study analyzed the moderating effect of consumer values and the controlling effect of brand-fit in the influences of Caused-related marketing on customer loyalty. Based upon the result of analyzing 452 consumers, it was found that Cause-related marketing generally has a positive effect on consumer values such as functional value, emotional value, and social value, and also directly effect on customer loyalty. On the other hand, only emotional value among consumer values had a positive effect on customer loyalty, and the moderating effect of brand fit in the influences of Cause-related marketing on consumer value was found to be effective across functional and emotional values. These results generally prove that Cause-related marketing is an effective tool of creating consumer value and customer loyalty.
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