소비자 적개심이 브랜드태도와 구매의도에 미치는 영향-기업의 사회적 책임활동의 조절효과를 중심으로


The Effects of Consumers Animosity on Brand Attitude and Purchase Intention-the moderating Effects of Corporate Social Responsibility Activities

조상리, 강낙중

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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.


 Ι. 서론
 II. 이론적 배경 및 가설 설정
 III. 연구방법
 IV. 가설 검증
 V. 결론


  • 조상리 Sang-Lee Cho. 동의대학교 유통관리학과 조교수
  • 강낙중 Nak-Jung Kang. 동의대학교 유통관리학과 부교수


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