기업의 공익활동 유형에 따른 소비자 인식의 차이가 제품 광고에 대한 인지적 반응에 미치는 영향: 자선적 공익활동과 기능적 공익활동의 특성을 중심으로 = How Consumer Perceptions of Differential Corporate Cause Activities Affect Their Cognitive Responses to Brand Advertising: Focusing on Charity-Based Versus Function-Based Cause Activities

다국어 초록 (Multilingual Abstract)

This study investigated how consumers` understanding of corporate cause activities would affect their cognitive responses to its brand advertising. More specifically, this study classified corporate cause activities into charity-based cause activities and function-based cause activities. An experiment was conducted to compare how different types of cause activities characterize consumers` advertising processing. The results showed that consumers exposed to charity-based cause activities evaluated corporate social responsibility dimension higher than those exposed to function-based cause activities, whereas no difference about corporate capability dimension was found between the two groups. Also, the dimension of corporate social responsibility manifested its effect on brand attitude through the mediation of corporate attitude, whereas the dimension of corporate capability affected brand attitude through the mediation of corporate attitude and brand beliefs.