기업연상이 제품평가에 미치는 영향에 관한 연구 = Study on the influence of corporate associations on product evaluations

다국어 초록 (Multilingual Abstract)

The main purpose of this study is to assess the effects of two general types of corporate associations-corporate ability(CA) associations and corporate social responsibility(CSR) associations-on product responses. Specially, this study focused comparing the difference of the effects of CA and CSR on the company`s products in terms of high involvement product and low involvement product. This study used path analysis to investigate `direct effect`(corporate associations→ ‘product purchase intention’) and ‘indirect effect’(by way of the intervening variables) on product responses. The results of path analysis found that corporate associations influence ‘product purchase intention’ by way of the intervening variables such as ‘perceived quality’ and ‘company attitude’ rather than by ‘direct effect’ of path from CA and CSR associations to ‘product purchase intention’. However it turned out that the path was different according to type of product involvement. The influence of company attitude(intervening variable) on product purchase intention played a relatively important role for high involvement product. In this process, the importance of CSR associations of corporate through corporate attitude was considered an important factor. In the other hand, since the relations between the corporate attitude and the product purchase intention were low for the low involvement product, the influence of corporate associations on the product purchases intention was relatively low. Also, it was found that CSR associations of corporate influenced on the product purchases intention through perceived quality. The results means that ⑴what consumers know about a company can influence their evaluation about products manufactured by that company, ⑵CA and CSR associations may have different effect on the purchase intention toward products in terms of product involvement type. In short, CSR is as effect as CA in relation to product purchase intention, which means that CSR is important in the area of corporate PR marketing.