사회적 마케팅이 소비자 태도에 미치는 영향에 관한 연구 -항공산업을 중심으로- = A study of the impact of societal marketing to consumer attitude

다국어 초록 (Multilingual Abstract)

Societal Marketing is becoming one of fast-growing areas in management. Many companies use Societal Marketing including csr programs and cause-related marketing to build brand and get customer preference. The study identified various concepts related to societal marketing-csr, cause-related marketing, social marketing- and its influence. Empirical study shows that consumer attitude for societal marketing program influences corporate image, customer attitude to company, purchase intention and referral intention positively. This results suggest the implication that societal marketing is getting more important for brand loyalty and differentiation in air industry and marketers should consider and design more strategic societal marketing program.

참고문헌 (Reference)

1 필립 코틀러, "필립코틀러의 CSR마케팅" 리더스북 2007

2 임종원, "소비자행동론" 경문사 2005

3 이한준, "기업의 사회적 책임활동이 제품 및 기업평가에 미치는 영향: 신뢰의 매개역할을 중심으로" 한국마케팅학회 24 (24): 231-250, 2009

4 이은영, "기업의 사회적 책임활동(Corporate Social Responsibility; CSR)이 기업의 브랜드 자산에 미치는 영향에 관한 연구 －항공산업의 사례를 중심으로－" 한국항공경영학회 9 (9): 111-125, 2011

5 서구원, "기업의 사회적 책임(CSR) 유형이 기업평판, 사회적 연결감 및 구매의도에 미치는 영향 : 대학생의 실증연구" 한국광고학회 19 (19): 149-163, 2008

6 윤각, "기업의 사회공헌활동과 기업광고가 기업이미지와브랜드태도형성에 미치는영향력에관한연구" 한국방송광고공사 61 (61): 47-72, 2003

7 Piacentini, M., "social responsibility in food retailing" 28 (28): 459-469, 2000

8 Becker-Olsen, K., "When do social sponsorships enhance or dilute equity? fit, message, source, and the persistence of effects" 29 : 287-289, 2002

9 Korschun, D, "When and How Does Corporate Social Responsibility Encourage Customer Orientation?" 2011

10 Bhattacharya, C. B., "Using Corporate Social Responsibility to Win the War for Talent" 49 (49): 37-44, 2008

11 Lough, N., "Use of a multi-tied framework to analyze commercial, cause and social marketing" 1 (1): 8-22, 2010

12 Sue, A., "The winder benefits of backing a good cause: as firm rediscovering initiatives linked to good causes are also good for business" 920-22, 1999

13 Pracejus, J., "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns" 57 : 635-640, 2004

14 Lafferty, B. A., "The relevance of fit in a Cause-brand alliances when consumer evaluate corporate credibility" 60 : 1-7, 2007

15 Stanwick, P.A, "The relationship between corporate social performance and organizational size financial performance and environmental performance: an empirical examination" 17 : 195-204, 1998

16 Lacey, Russell, "The pivotal roles of product knowkedge and corporate social responsibility in event sponsorship effectiveness" 63 : 1222-1228, 2010

17 Viswesvaran, C., "The effect of social responsibility on employee counterproductive behavior" 5 (5): 5-12, 1998

18 Brown, T. J., "The company and the product: corporate associations and consumer product responses" 61 : 68-84, 1997

19 Barone, M. J., "The Influence of Cause-Related Marketing on Consumer Choice: Does One Good Turn Deserve Another?" 28 (28): 248-262, 2000

20 Becker-Olsen, K., "The Impact of Perceived corporate social responsibility on consumer behavior" 59 (59): 46-53, 2006

21 Anderson, J.C, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988

22 Storey, D., "Social marketing. Health behavior and health education: Theory, research and practice" Jossey-Bass Publishing 2008

23 Bearden, W. O., "Sample Size Effects on Chi-Square and Other Statistics Used in Evaluating Causal Models" 19 : 425-430, 1982

24 Nunnally, Jun C, "Psychometric Theory" McGraw-Hill 1967

25 Henderson, T., "Promoting Brands Across Categories with a Social Cause: Implementing Effective Embedded Premium Programs" 74 : 41-60, 2010

26 Cone, Inc, "Post-September 11th : major shift in american attitudes towards companies involve with social issues"

27 Lafferty, B.A, "Portraying the Cause instead of the Brand in Cause-related Marketing Ads: Does it really matter?" 17 (17): 129-143, 2009

28 Bagozzi, Richard, "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

29 Andreasen, A, "Marketing social change: Changing behavior to promote health, social development and the environment" Jossey-Bass Publishing 1995

30 Berger IE., "Mainstreaming corporate social responsibility: developing markets for virtue" 49 (49): 132-157, 2007

31 Chang, H., "How public-issue-promotion and revenue-related types of social marketing influence customer-perceived value in Taiwan's banking industry" 21 : 35-49, 2009

32 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 24 (24): 39-50, 2007

33 Close A. G., "Engaging the consumer through event marketing: linking attendees with the sponsor, community and event" 46 : 420-433, 2006

34 Melo, T., "Effects of corporate social responsibility on brand value" 18 (18): 423-437, 2011

35 Bhattacharya, C. B., "Doing better at doing good: when, why and how consumers respond to corporate social initiatives" 49 (49): 9-24, 2004

36 Sen, S., "Does Doing good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility" 38 (38): 225-243, 2001

37 Zdravkovic, S, "Dimensions of fit between a brand and a social cause and their influence on attitudes" 2010

38 Pharr, J., "Differentiation of Social Marketing and Cause-Related Marketing in US Professional Sport" 21 (21): 91-103, 2012

39 Cornwell, T. B., "Corporate sponsorship of a cause: the role of identification in purchase intent" 58 : 268-276, 2005

40 Bennett, R., "Corporate philanthropy in France, Germany and the UK: International comparisons of commercial orientation towards company giving in European nations" 15 (15): 458-475, 1998

41 Kitchin, T., "Corporate Social Responsibili ty: a Brand Explanation" 10 (10): 312-326, 2003

42 Greening, D. W., "Cor porate Social Performance as a Competitive Advantage in Attracting a Quality Workforce" 39 (39): 254-281, 2000

43 Davis, J. J., "Consumer response to corporate environment advertising" 11 (11): 25-37, 1994

44 Berger, I. E., "Consumer persuasion through cause-related advertising" 26 : 491-497, 1999

45 Ross, J. K., "Consumer perceptions of organizations that use cause-related marketing" 20 (20): 93-98, 1992

46 Roy, D., "Consumer attitudes towards cause-related marketing activities in professional sports" 12 (12): 163-172, 2003

47 Bednall, S., "Consumer Behavior" Pretice-Hall 1997

48 "Cone Communications Press Release 1999"

49 "Cone Communications Press Release 1997"

50 "Cone Communications Press Release 1994"

51 Webster, N.C., "Color-Coded Causes" Advertising age 2005

52 Varadarajan PR, "Cause-related marketing: a coalignment of marketing strategy and corporate philanthropy" 52 (52): 58-74, 1988

53 Adkins, S., "Cause related marketing: Who cares who wins?" Butterworth Heineman 1999

54 Whitaker, A., "Cause marketing gaining ground" 88 (88): 8-, 1999

55 Cone, C. L., "Cause and Effects" 87 (87): 95-101, 2003

56 Krishna, Aradhna, "Cause Marketing: Spillover Effects of Cause-Related Products in a Product Portfolio" 55 (55): 1469-1485, 2009

57 Cone, Inc, "Cashing in on teen spirit: companies that support causes win teen loyalty and dollars"

58 Hoeffler, S., "Building brand equity through corporate social marketing" 21 (21): 78-89, 2002

59 Pringle, H., "Brand Spilit; how cause related marketing build" John Wiley & Sons 1999

60 Sheth, H., "Beyond the game: Perceptions and practices of corporate social responsibility in professional sport industry" 91 (91): 433-450, 2010

61 Youn, S. M., "Antecedents of Consumer Attitudes toward Cause-related Marketing" 123-137, 2008

62 Webb, D.J, "A typology of consumer responses to cause-related marketing : from skeptics to socially concerned" 17 (17): 226-238, 1998

63 Churchill, G. A. Jr., "A Paradigm for Developing Better Measures of Marketing constructs" 16 : 64-73, 1979

64 Cone, Inc, "2011 Cone/Echo global CR opportunity study"

65 Cone, Inc, "2002 Cone corporate citizen study"