기업의 공익 연계 마케팅에서 기업－공익 적합도는 언제, 어떻게 긍정적 소비자 태도로 이어지는가? 공익 연계 TV광고 메시지에 대한 소비자 귀인의 매개 효과와 기업 CSR 평판의 조절 효과를 중심으로 = How and under what condition does the company-cause fit improve customers` attitudes? Focusing on the mediation effect of customers` attributional style and the moderation effect of a company`s CSR reputation

다국어 초록 (Multilingual Abstract)

This study examines how the effect of company-cause fit (i.e., the congruence between a company``s core business and a cause pursued in its cause-related advertisement) on customers`` attitudes towards the advertisement and the company is mediated through customers`` attributions, and whether a CSR (corporate social responsibility) reputation influences the mediation effect. To achieve the research purposes, 30-seconds TV advertisement was prepared for experimental stimulus and measured how respondents differently report their assumed attributions and attitudes towards the advertisement and the company which they were exposed to. Results show that the direct and indirect effects of the company-cause fit on customers`` attitude were moderated by a company``s CSR reputation. Specifically, while the company-cause fit promotes customers`` advertisement attitude via their attributions under the positive CSR reputation, such mediation effect is not detected under the neutral CSR reputation. Also the direct effect of company-cause fit on customers`` company attitude is observed under the neutral CSR reputation, but not under the positive CSR reputation. This study``s implications are two-fold. Theoretically, our results provides PR researchers the reasons why the company-cause fit``s influences on customers`` attitudes varies across studies by focusing on both mediation and moderation process. Practically, this study gives PR practitioners general guidelines how they plan optimal fit of the cause-related advertisement and how the advertisement should be packaged and delivered to their targeted customers.

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