초록 열기/닫기 버튼
Today, CSV strategy is increasing in such different ways, depending on the company and it has become a requirement rather than a choice. The results of the analysis are first, ‘economic value’ has shown not to cause a significant influence on the company-consumer identification, but ‘social value’ has shown to cause a significant positive (+) effect on company-consumer identification. Second, both ‘economic value’ and ‘social value’ has shown to cause a significant positive effect on reliability. Third ‘economic value’ and ‘social value’ of sub categories of CSV have a significant positive effect on company-consumer identification and there was moderating effect by authenticity. Finally, ‘economic value’ have shown to cause a significant positive (+) effect on reliability and there was moderating by authenticity, however these was no moderating effect between social value and reliability. The theoretical, practical implications and the limitations were discussed.
키워드열기/닫기 버튼
CSV: Creating Shared Value, Company-Consumer Identification, Reliability, Authenticity
