기업에 대한 소비자 연상이 기업태도에 미치는 영향

Abstract

ABSTRACT

The Effects of Consumers'Associations toward the Firm on Corporate Attitudes

By Bumsik Sin Advisor : Prof. Jongchul Park Department of Business Administration, Graduate School of Chosun University

Overall corporate social environment have a strong interest in the corporate association beyond the duty. Current consumer needs and even corporate want more excellent advertisements, promotion, CSR for corporate image. But they have ran in to whole corporate image concept of building. It is difficult to find the way to solve the corporate social trend without consumer's psychological mechanism on the trust. In the marketing field researchers have lately demonstrated to identify the two types of corporate associations, that is, corporate ability(CA) and corporate social responsibility associations, which had long been conceptualized as a unconfirmed construct of corporate image in the literature. According to new research trend, we develop a research model concerning with how CA and CSR associations are related to credibility-based and benevolence-based trust, which in turn will affect emotional trust and consumer attitudes toward company. Our model differs from the previous research in that both CA and CSR associations are included in a single model, emotional trust are used as a key mediator. In addition to testing the hypothesized paths in the model. In the sample group this research demonstrate two corporate with foreign firm and domestic Firm.

Key words: corporate ability association, corporate social responsibility association, credibility-based trust, benevolence-based trust, emotional trust, attitude toward firm