초록

용어보기논문에서 용어와 풀이말을 자동 추출한 결과로, 시범 서비스 중입니다. AI-Helper

Abstract ▼ AI-Helper

In order to suggest a performative model on how to succeed in CSR, this research focused on the precedent variables - ‘product fitness’, ‘differentiation’ and ‘rapport’ - that investigate the factors that impact the CSR evaluation, including ‘authenticity’ which is notified as crucial communicatio...

In order to suggest a performative model on how to succeed in CSR, this research focused on the precedent variables - ‘product fitness’, ‘differentiation’ and ‘rapport’ - that investigate the factors that impact the CSR evaluation, including ‘authenticity’ which is notified as crucial communication method for the successful CSR activity. According to the research result of the Samsung Electronics, differentiation, product fitness and rapport of CSR activities don’t affect positive recognition of CSR directly. However these three variables not only produce positive effect on the Authenticity recognition of CSR but also affect the image of the CSR and the corporate attitude in a positive way via Authenticity. In case of the Hyundai Motors, differentiation, product fitness and rapport impact on the positive cognition of CSR and the corporate attitude mediatied by Authenticity. But product fitness does have direct influence on the cognition of CSR in a negative way. This result is because only one campaign was considered and analyzed, which is an automobile donation campaign, called the ‘gift a car with online comments’. High product fitness and the cognition of Hyundai’s CSR as a simple donation cause people to think its CSR is not for the well-being of the society but for the benefit of themselves and respond negatively to the CSR. This result means that for a successful CSR, Authenticity is a core construct that must be considered by companies that plan to implement CSR activities.

주제어