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THE EFFECT OF FASHION BRANDS' CORPORATE DIGITAL RESPONSIBILITY ACTIVITIES ON PURCHASE INTENTION
Shinjoo Park,Eunju Ko 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Today, customers have more authority thanks to digital tools, and extensive information access. Customers use technology to hold companies accountable and utilize consumer rights. Personal data and information can be generated, stored, and exchanged almost indefinitely through digital and the Internet. In particular, maintaining a digital environment requires facilitating collaboration and simplifying decision-making, and companies need structures and plan to facilitate faster, easier, and more efficient flows. This study focuses on the impact of Corporate Digital Responsibility-based ESG fashion brand activities on purchasing intentions, and we will present suggestions after identifying value congruence, brand trust, and attitude effects on CDR-based ESG fashion brand activities.