KOREASCHOLAR

브랜드 신뢰와 사회적 CSR 동기귀인이 환경친화적 라인확장에 미치는 영향 The effects of brand trust and attributions on the eco-friendly line extension

문희강, 이현화
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/306647
복식문화연구 (服飾文化硏究)
제23권 제4호 (2015.08)
pp.537-553
복식문화학회 (The Costume Culture Association)
초록

Recently, some fashion retailers have initiated sustainable actions in the form of corporate social responsibility (CSR) activities to address consumers’ social concerns. This study intends to combine the concept of CSR motivation attributions with brand extension literature in order to examine how consumers’ trust of a parent brand affects their CSR motivation attributions and ultimately their attitudes towards parent-brand CSR activities and sustainable extension lines. A self-administered online survey was conducted using scenarios describing a fast fashion retailer introducing a sustainable line. Data from 303 female U.S. consumers, aged between 18 and 34 years, were used for the statistical analysis. Data analyses were conducted using SPSS 21.0 for descriptive analysis, exploratory factor analysis, and regression analysis. The results revealed that all hypotheses were supported. The findings show that consumers’ trust of a parent brand has an indirect impact on positive attitudes towards the parent brand’s CSR activities as well as the sustainable extension product line, mediating positive evaluations of the brand’s social CSR motivations. In addition, this study suggests consumers’ prior trust of the parent brand is a variable that affects consumers’ evaluation of CSR motivation sincerity. Marketing suggestions and thoughts based on the findings of this study were provided.

저자
  • 문희강(배재대학교 가정교육과) | Heekang Moon
  • 이현화(인하대학교 의류디자인학과) | Hyun-Hwa Lee Corresponding author