earticle

영어

This study examines that consumers animosity have the negative effects on brand attitude and purchase intention and suggests corporate social responsibility may moderate the negative effects of consumers animosity on brand attitude. The results are like these. First, historical animosity has the negative effects on brand attitude, but economic animosity doesn't have the effect. We think the sample in this study are university students mostly who have education know the history between Japan and Korea, but they seem to think the two countries have the partner relationship. It means the students separate between the historical events and economic situations. And, legal-ethical responsibility and discretionary responsibility have the moderating effects. This shows the marketing efforts of companies can reduce consumers animosity toward a company which it can't control.