공익연계활동속성이 소비자의 진정성 인식에 미치는 영향

Abstract

Cause-related marketing has been recognized as an essential element for improving a corporate image, and authenticity in the marketing activity has become critical in gaining consumers’ trust. The purpose of this study is to examine the effects of CRM attributes(product-cause fit and durability) on authenticity perceptions. On the basis of two product types focus(utilitarian product and hedonic product), 8 types of testing advertisements were designed. The results were as follows. First, there are differences in authenticity perceptions in fit between the two product types. In particular, product types have a moderating effect on the relationship between fit and authenticity perceptions; while for the utilitarian product, authenticity perceptions are higher in high-fit than low-fit. On the contrary, in hedonic product case, authenticity perceptions are higher in low-fit than high-fit. Second, there are no differences of authenticity perceptions in durability between the two product types. Third, authenticity perceptions have a positive effect on corporate Image. The findings show that CRM attributes play a significantly role in creating a sense of authenticity for consumers. Furthermore, this study also provides academic implications and practical marketing strategies the company.