기업의 사회공헌활동에 있어 이름 유사성의 역할
The Role of Name Similarity in Corporate Social Responsibility
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초록
지금까지 기업의 부정적 사건에 의한 이미지 하락 상황을 극복하기 위한 방안으로 기업의 사회적 공헌활동에 대해 꾸준히 논의 되어왔다. 하지만 여러 결과들이 혼재되어 있고 특히 기업의 부정적 사건과 사회공헌활동 영역의 불일치 상황에서의 연구는 상대적으로 드물다. 이에 본 연구는 기업의 부정적 사건과 사회공헌활동이 불일치하는 상황에서 부정적 사건으로 인한 이미지 실추를 극복하기 위한 사회공헌활동에 있어 이름 유사성의 역할에 대해 살펴보았다. 그 결과, 기업의 부정적 사건과 사회공헌활동이 불일치한 상황에서 이름 유사성이 기업에 대한 평가에 영향을 미치는 것으로 나타났다. 구체적으로 비 유사조건과 비교해서 이름 유사조건에서 기업에 대한 평가가 더 높게 나타났다. 따라서 이름 유사성을 활용한다면 기업의 위기 상황 극복을 위한 사회공헌활동을 보다 더 효과적으로 활용할 수 있을 것이다.
Abstract
To date, corporate social responsibility(CSR) activities have been heavily discussed as a means of corporate image control. However, results suggested by various researches seem to be somewhat complicated and there is relatively less attention to the effect of incongruency between CSR activities and corporate core business than the effect of congruency. Thus, this research investigated the role of name similarity in corporate social responsibility activities, especially in incongruency condition. The results revealed that name similarity significantly impacted on CSR activities. Specifically, compared with control condition, participants in the name similarity condition evaluated the company more favorable than those in the control condition. With this result, corporate can utilize name similarity as a means of performing CSR activities more effectively.
참고문헌 (18)
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