상징적 브랜드의 사회적 책임활동은 효과가 없는가?:브랜드컨셉과 CSR 적합성을 중심으로

초록

This research examines when and how luxury concept brand could be effective in the CSR activities. The study investigated the influences of brand concept(functional vs. symbolic) and CSR type(economic, environmental and social type) on CSR fit, brand attitude and CSR attitude. It was found that consumer exhibit greater attitude for general CSR activities when functional brand concept do than luxury brand. However, when CSR types fall into three categories, symbolic brand concept can increase consumer’s CSR attitude, especially social CSR type. However, when symbolic brand concept was associated with economic CSR type, firms was not evaluated favorably. This suggests that these effects are driven by a perception of fluency. Although many firms communicate their CSR activities to increase favorable evaluations from consumer, our findings reveal that firms should incorporate the relevancy between their brand concept and CSR type. These results implicate brand concept and CSR types as an important key factor in how consumers response to CSR activities.

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