Most major consumer goods manufacturers market multiple brands within a single product category. Companies may sell brands of different quality levels (e.g., Giorgio Armani, Armani Collezioni, and Armani Exchange). And, within each quality level, companies sell variants of a brand, which differ in functionality (Crest’s cavity protection, tartar control, and whitening toothpastes). With the ultimate goal of securing consumer purchase, companies offer an increasing number of brands, which can result in “overlap” between the brands in a firm’s portfolio. We define overlap from a consumer’s perspective as the degree to which a brand is perceived to offer the same product features as other brands owned by the same firm. The few seminal papers (Aribarg & Arora, 2008; Hui, 2004; Morgan & Rego, 2009) indicate that overlap brings with it a number of compelling advantages and disadvantages, thereby having the potential for positive or negative outcomes. Thus the question arises: When does overlap have a positive or negative effect on consumers’ brand evaluations? We argue that the actual effect of overlap on consumer evaluations depends on two strategic marketing factors: (1) the dominance of the corporate brand versus the product brand in marketing communications of a product, and (2) the type of overlap – vertical (i.e., overlap between products that vary in quality) or horizontal (i.e., overlap between products that vary in functionality). A 2 x 4 between-subjects factorial design was employed to test consumers’ responses to overlap of product extensions under different conditions. The stimulus was developed in two categories: chocolate and wine. The stimulus involved a picture of the packaging for a fictitious product extension for a real parent company (Hershey’s in the chocolate category and Yellow tail in the wine category), accompanied by a descriptor providing product information such as details of its price and features. We collected data using an online questionnaire via Amazon Mechanical Turk. A sample of 366 individual consumers provided data across both the chocolate and wine categories. Our initial results for the chocolate product category indicate that, for the vertical extension, Cocoa Black, consumers evaluated the chocolate bar for which the product brand was dominant more favourably (μ = 5.44) than that for which the corporate brand was dominant (μ = 4.95). This evaluation difference was statistically significant (t = -1.84, p < .05). For the horizontal extension, Peppermint Air Delight, there was a significant difference in evaluation for overlapping products (t = 1.74, p < .05) for which the corporate brand was dominant (μ = 4.60), compared to that for which the product brand was dominant (μ = 3.96). These preliminary results show promise in terms of providing practitioners with prescriptive guidelines for managing overlap to their benefit. The results of this study will be presented in full at the Global Marketing Conference 2016.

Increasing consumer scepticism about corporate behaviour has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets have been to such efforts. This study examines (i) consumer involvement (a motivational state activated by personal relevance of a stimuli) levels and (ii) processes with corporate advertising to demonstrate differences and similarities with product advertising across multiple markets. Using between subject experimental design, the study was conducted across three different markets with varying degrees of economic development i.e. USA (n = 285), France (n = 217) and Pakistan (n=311). Results demonstrate that consumer involvement levels with corporate advertising is higher in USA than in France and Pakistan. American consumers tend to be involved with corporate advertising as much as they are with product advertising, whereas, French and Pakistani consumers are more involved with product advertising. Apart from differences in involvement levels, study findings demonstrate substantial similarities in involvement processing and how they impact ad attitude and consumers’ behaviour across both the markets. The study holds importance for corporate communication and product managers with cross national responsibilities as it establishes differences and similarities for corporate and product ad involvement across developed and emerging markets.

In both marketing research and business practice, the study of corporate brand heritage has gained growing interest. Although, the field of heritage is rather widely analysed, a closer investigation reveals that there is a lack of research that covers the deeply embedded associations toward a company or brand with a heritage, and their effects on the overall brand performance from a customer’s perspective. That said, previous quantitative studies regarding corporate brand heritage fall back on traditional and basic explicit self-reporting scales. However, an increasing number of neuroeconomic studies indicate that customers are not fully aware of their thoughts and opinions. In fact, most mental processes are of so-called implicit nature, taking place hidden in the unconscious and automatic mind. Yet, established models of corporate brand heritage are missing implicit processes completely. Against this backdrop, the aim of the current paper is to fill this research gap. For that reason, a holistic framework of dual information processing is derived with reference to corporate brand heritage. Furthermore, related explicit and implicit measures are developed and applied to capture the dual facets of corporate brand heritage. The empirical results provide evidence that both heritage facets, explicit corporate brand heritage, but in particular implicit corporate brand heritage have a crucial impact on the degree of attachment toward the corporate brand.

현재까지 학자들은 법인격부인론의 적용요건에 관하여 통일된 의견을 내놓지 못하고 있으며, 우리 판례도 개별 사건에 따라 다양한 유형의 적 용요건들 제시하고 있다. 필자는 이 글에서 우리 판례가 외형상으로는 미국, 독일, 일본 등의 외국의 법인격부인론을 수용하고 있지만 그 내면 에서 있어서는 전통적인 법인격부인론과는 다른 독자적인 법리를 형성시 켜가고 있으며 그 적용요건도 사건 유형별로 다르게 설정하고 있음을 밝 히고자 하며, 그러한 기초위에서 향후 판례의 바람직한 전개 방향을 제 시하여 보고자 한다. 필자는 이 글에서 판례는 전통적 법인격부인론 내 지 법인격남용론에 대하여 법인격을 남용하였는지 여부에 대한 단일한 기준을 가지고 판단하고 있다는 점, 판례는 법인격남용의 실질을 법인격 을 이용한 채무면탈행위로 파악하고 있다는 점, 판례는 그 적용요건을 법인격을 이용한 채무면탈행위의 유형에 따라 조금씩 변형시켜 적용하고 있다는 점 등을 밝히고자 한다. 또한 필자는 우리 판례를 유형별로 분석 하여, 법인격남용은 객관적․주관적 요건 모두 구비하여야 적용될 수 있다 는 점, 객관적 요건인 배후자에 의한 법인의 지배는 법인격을 남용하는 상황에 따라 다른 모습으로 나타나며, 편의치적의 경우 실제 소유법인이 다른 법인의 명의를 빌려 계쟁물을 소유하는 형태로, 법인격이 형해화 되어 있는 경우에는 지배주주에 의한 법인의 완전한 지배형태로, 기존법 인이 신설법인 또는 다른 기존법인의 법인격을 이용하는 경우에는 양 법 인간의 실질적 동일성이라는 형태로, 모회사가 자회사의 법인격을 이용 하는 경우에는 모회사에 대하여 자회사가 독립적 의사 및 존재를 상실하 는 형태로 각 나타난다는 점 및 주관적 요건으로 채무자에게 법인격을 부당하게 이용하여 채무를 면탈하고자 하는 의사가 필요하다는 점을 밝 히고자 한다.

본 연구는 인적자원관행의 보편적 접근법을 토대로 하여 인적자원관행이 기업성과에 미치는 영향과 IMF 이후 비정규직비율이 급격하게 증가하면서 고용불안을 야기하는 현 상황에서 달라진 고용형태, 즉 비정규직 비중이 인적자원관행과 기업성과 간 관계에 미치는 조절효과를 분석하는데 초점을 두고 있다. 분석 결과, 성과배분보상과 고용안정협약은 주관적 재무성과와 유의한 관계를 미치는 것으로 나타났다. 그러나 고용안정협약은 가설과 달리 주관적 재무성과에 부정적 영향을 미치는 것으로 나타났다. 노동생산성에 대해서는 성과배분보상, 직무분석 실시와 종업원 참여가 유의한 정(+)의 영향을 미치는 것으로 나타났다 인적자원관행과 기업성과에 대한 비정규직비율의 조절효과를 실증 분석한 결과, 비정규직 비율 이 높을 경우 공식훈련제도, 직무분석, 종업원 참여와 같은 전략적 인적자원관행의 중요성이 더욱 크다는 것을 알 수 있었다. 즉, 비정규직비율이 높을 경우 종업원에 대한 공식훈련이 더욱 필요하고 직무분석 실 시와 종업원의 경영계획에 대한 의견을 반영하는 노력이 기업성과에 긍정적인 효과를 주는 것으로 확인 되었다. 본 연구는 보편적인 인적자원관행이라고 여겨졌으나 기업을 둘러싸고 있는 여러 상황이 변화함 에 따라 모범사례(best practice)라고 여겼던 일부 인적자원관행이 현 기업 상황에 맞지 않을 수 있다는 점과 비정규직 비율이 높을 경우 보편적인 인적자원관행(human resource practices)의 실시는 더욱 더 중요한 시스템이라는 점을 시사하고 있다. 연구 결과를 토대로 연구의 한계점과 향후 연구방향에 대해 논의하였다.

본 연구는 서울지역에 위치한 대학생들을 대상으로 식품기업의 위기상황에서 기업의 사회적 책임활동에 대한 소비자의 인지가 기업이미지 및 재구매 의도에 미치는 영향을 알아보기 위하여 수행되었다. 식품기업 N사를 분석사례로 선정하고 실제사건을 인용한 설문지를 사용하여 대학생 235명을 대상으로 기업의 사회적 책임활동을 인지하기 전과 후의 기업이미지와 재구매 의도에 대한 변화를 측정하고 통계분석을 실시하였다. 사회적 책임활동에 대해 인지하기 전과 후의 기업이미지를 측정한 8문항과 재구매 의도를 측정한 5문항에 대한 대응표본 T검증을 실시한 결과, 기업이미지에 관한 8문항 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 이로써 기업의 사회적 책임활동에 대한 소비자의 인지가 식품기업의 위기상황에서 기업이미지를 긍정적으로 변화시킬수 있다는 결론을 채택하였다. 같은 방법으로 재구매 의도에 관한 변화를 측정하고 분석한 결과, 제품의 만족과관련된 문항을 제외하고는 모두 유의수준이 0.05보다 작게 나타나 통계적으로 유의함을 확인하였다. 따라서, 본 연구는 향후 식품안전사고의 발생, 즉 식품기업의 위기상황에서 소비자들에게 기업이 실시하고 있는 사회적 책임활동을 인지시키는 것이 기업이미지와 재구매 의도를 긍정적으로 변화시키는데 기여할 수 있다는 주장의 기초자료로 활용될 수 있을 것이며, 앞으로도 기업의 사회적 책임활동이 기업의 위기상황에 어떠한 영향을 미치는지에 대한 다양한 측면에서의 연구가 필요하다고 사료된다.

In unlimited competitive period changed every time, domestic manufacturing industry feels a crisis between China and Japan, who are leaping to manufacturing strong countries with worldwide manufacturing factories. In this situation, many companies make an effort to learn and introduce Toyota production method drawing innovation of production method and reduction of many costs for high quality, but most of cases were failed. The reason for the failure should be that correct understanding and application of TPS corporate culture were insufficient and job attitude was not considered when applying Toyota production system. Therefore, the purposes of this thesis are to arrange major contents based on relative documents of precedent researchers, conduct a survey for employees of middle and small scaled manufacturers who introduced Toyota production system, analyze changes of enterprises' job attitude by introduction of TPS corporate culture and the effects on company's management results through the various analyses for grasping relationship among TPS corporate culture, job attitude and management results, introduce Toyota production system more effectively and suggest measures to maximize company's long-term management results.

The purpose of this study includes: Firstly, to examine the effects of corporate entrepreneurship on market orientation, radical innovation, and organizational performance. Secondly, to examine the mediating effect of the market orientation, radical innovation on the relationship between corporate entrepreneurship and organizational performance. In order to verify the relationships and mediating effect, data were collected from convenient sample of 269 employees at small and medium enterprises in Busan, Ulsan, Gyeongju city to test theoretical model and its hypotheses. All data collected from the survey were analyzed using with SPSS 18.0 and AMOS 18.0. This study reports findings as followed: first, the relationship between the corporate entrepreneurship and the market orientation is positively related. Second, there was also a positive correlation between the corporate entrepreneurship and the radical innovation. Third, there was also a positive correlation between the market orientation and the radical innovation. Fourth, the relationship between the market orientation and the organizational performance is positively related. Fifth, there was also a positive correlation between the corporate entrepreneurship and the organizational performance. Sixth, there was also a positive correlation between the radical innovation and the organizational performance. Finally, the market orientation played as a partial mediator on the relationship between corporate entrepreneurship and radical innovation. The market orientation and radical innovation played as a partial mediator on the relationship between corporate entrepreneurship and organizational performance. Also, the radical innovation played as a partial mediator on the relationship between market orientation and organizational performance. Based on these findings, the limitations of the study and some directions for future studies were presented.

This study was to identify the effect of the satisfaction of certification, the educational use of the company offering certificate, the system of confirmation of the same model and the demographic aspect on the companies to see if compulsory certification(KC certificate) has negative effects on company management. First, the satisfaction of certification could reflect positive influences on company management. Second, there is no statistical significance in the education from the company offering certificate as a result of analyzing relationships but education is required and has an effect on improving quality according to the result of frequency analysis. Last, the system to declare by identifying the same model has a difference in significance in sales account, the development of products and warranty service for products.

우리나라는 대기업, 재벌에 대한 반기업정서가 상대적으로 크게 형성되어 있어 반기업정서에 대한 논의가 중요하게 다뤄지고 있다. 이러한 배경 하에서 본 연구는 반기업정서와 기업 평판, 사회공헌 활동의 관계 및 영향력에 대해서 평상시와 위기시로 구분하여 분석하여 보았다. 연구결과는 다음과 같다. 첫째, 본 연구는 실제 우리나라 유수 대기업들의 반기업정서 태도에 대하여 기업별 점수를 측정하여 삼성, SK, 현대, CJ가 반기업정서가 높은 기업임을 분석하였다. 둘째, 반기업정서들은(인지적 차원이건, 감정적 차원이건) 모두 조직평판에 부정적인 영향을 미치는 것으로 나타났다. 셋째, 위기 상황, 그것도 기업의 도덕적 위기 상황에서는 기업의 사회적 책임 활동이 반기업정서가 평판에 영향을 미치는 데 있어서 더욱 높은 영향력 변인으로 작용하는 것으로 나타났다. 이러한 결과는 기업이 평상시 지속적인 사회적 책임 수행의 필요성에 대한 함의를 던진다.

The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer's perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.

Given the strategic importance of firm reputation due to its potential for value creation, extant reputation research focuses on favorable customer outcomes. Building on an established conceptualization of customer-based corporate reputation, this study proposes and tests a model that relates the reputation of fashion retailers to customer-perceived risk and two relational outcomes—trust and commitment. Using a sample of more than 300 German fashion shoppers, the study finds support for the hypothesized linkages. Furthermore, not all linkages are equally strong between women and men. Implications for marketing theory and practice conclude.

This research was conducted in order to examine the influence of corporate reputation in terms of as an employer towards both brand reputation and customer purchase decisions represented by brand perception, purchase frequency and category of items purchased. In this study, customers’ perception of the brand was also explored to identify the core blocks that form customers’ perception of the brand. The results indicate that corporate reputation did not have a strong influence on brand reputation, as customers viewed them as separate entities. Customers tended to form their brand perception based on the product features as opposed to the corporate reputation. In terms of purchase decision, the results showed that they were made and driven based on the customers’ brand perception with category of items purchased reflecting aspects of the brand perception. The study demonstrates that customers’ awareness of the corporate reputation does not affect purchase behavior, while brand perception is hardly impacted by the awareness of corporate reputation based on a survey focusing on a renowned domestic fashion-clothing retailer conducted among Japanese shoppers. Reputation is formed from a synthesis of the perception, opinions and attitudes of an organization’s stakeholders including employees, customers and community (Post and Griffin, 1997). It basically is a perceptual representation of a company’s past actions and future prospects that describe the firm’s appeal to all of its key constituents (Fombrun, 1966). Corporate reputations and brands are important assets in enabling organizations to exploit opportunities and mitigate threats (Argenti and Druckenmiller, 2004). A favourable reputation correlates with superior overall returns (Robert and Dowling, 1997; Vergin and Qoronfleh, 1998) as it encourages investments from shareholders, attracts good staff and retains customers (Markham, 1972). While corporate reputation is a stakeholder’s perception and evaluation of the organization over an extended period of time, corporate brands involve the organization’s efforts and initiatives in the form of corporate expression. Literature states that corporate brand comprises of two aspects: first corporate expression, which covers all mechanisms employed by the organization to express its identity and second, stakeholder images that are formed from interaction and experience with the brand (Abratt and Kleyn, 2011). Consumers judge brands based on trust that is developed from the way consumers view brand reputation, brand competence and brand constituent (Lau and Lee, 1999). The intricate relationship between reputation and brands leads to the heart of the study whether both are positively correlated, where the more positive the reputation, the stronger the brand is. In the fashion industry, labels play an important role hence among other aspects this study covers an interesting point where it looks at a fashion brand that has a fairly bad reputation and examines the extent of which the reputation is able to influence the brand perception as well as the customers’ purchase decisions.

Corporate philanthropic activities, such as charitable donations, have become one of the main business practices worldwide. However, academicians have paid relatively scant attention to verifying the effectiveness of corporate philanthropy (CP) in terms of a firm’s performance. Therefore, this study aims to reveal the influence of CP on consumer loyalty that leads to a firm’s ultimate financial success. In addition, this study aims to investigate mechanisms through which CP influences consumer loyalty, as yet largely unexplored field. Results reveal that CP has an impact on consumer loyalty that is sequentially mediated by gratitude, trust, and finally commitment. This research contributes to expanding the scope of CP research verifying the effectiveness of CP on consumer loyalty.

Attitude and ability of frontline employees in customer interaction influence company reputation. Since respective theory is scarce, this paper – based on a qualitative interview study – presents an examination of the status quo of the topic in luxury watch retail. Theories of service quality, identity and impression management are briefly addressed.

Among the current trends that set the social and cultural scenario pertinent to marketing, the search for authenticity by consumers has taken the highlights, to the point that it is considered “one of the cornerstones of contemporary marketing” (Brown et al. 2003, p. 21).This trend is normally interpreted as a reaction to the traits of current post modern society, characterized by hyper materialism, globalization, virtualization and commercialization of experiences (Arnould e Price 2000). In this context, individuals turn with growing interest towards what is “genuine”, “real” , “faithful to the original” or “of undisputed origins” (Boyle 2004). In our paper we propose, under a consumer-based perspective, to explore the role played by corporate museums in the search for authenticity by individuals. Based upon this, the museum -- in the quality of “ bearer” of the corporate identity and image -- would consent to offer its visitors a holistic view of the brand’s original culture and values, in a synthesis that integrates past and present. From this point of view, the experience offered to visitors would reinforce their connection to the brand (Mitchell e Mitchell 2001), consolidating their involvement and loyalty towards it (Mitchell e Orwing 2002). The corporate museum would therefore arise as a vehicle to create and consolidate a profound relationship between brand and consumers. However, only a few of the research efforts sustained so far have tried to explore empirically the museum’s potential as a platform to enrich and strengthen brand authenticity. Our attention is focused on a museum created by a well known luxury brand (Gucci Museum, located in Florence) for the purpose of investigating its role as a tool for authentication, capable of strategically connecting past, present and future. After a synthetic literature review and a brief introduction of the museum under research, the methodology of the explorative research will be explained and finally, the main results obtained will be presented. Literature review According to Beverland (2009, p. 16), brand authenticity must be interpreted as “subjective, socially constructed, and given to an object by consumers, marketers and others”. Overcoming the modernist concept, authenticity is redirected towards individual valuations that are socially negotiated, more than towards objective attributes (Beverland e Farrelly 2010). The extant literature has identified the multidimensional and multi attribute aspect of the construct. In regards to the former aspect, the seminal work of Beverland (2005), theoretically identifies three dimensions that are conceptually relevant for brand authenticity: - objective, connected to the object and its artistic, historical or qualitative veracity; - subjective, deriving from the individual attribution of an authentic status to the objects, understood as expressive of formal harmony, equilibrium or of a connection with a determined time and location; - self expressive, connected to the genuine manifestation of individuality which is conveyed by the consumption of certain objects. Once the multidimensional nature of the construct is ascertained, it is possible to outline the various attributes that define it (Beverland 2006; Gundlach e Neville 2012; Brown et al. 2012; Grayson, Radam, 2004; Napoli et al. 2014). In view of the objective dimension, the perceptions of authenticity appear to be rooted in the brand’s tangible reality, which can be evaluated based on its observable characteristics: the corporate exponents; the geographical roots; the longevity; production characteristics; the product attributes. As to the subjective dimension, a brand can be interpreted as authentic if it is capable of conveying certain associations. These may initially regard the connection of the brand with individual history, as well as its evolution over time (in terms of continuity of positioning, style, aesthetics and image coherence). Also, the commitment towards quality, which expresses the brand’s responsibility towards its own products and the promises conveyed to the market (credibility, reliability) come together to induce the image of authenticity. In the same direction, there are also several perceptions in operation which are connected to the brand’s peculiarities, such as originality, pioneering and exclusivity. Furthermore, brand authenticity is also fuelled by an ensemble of value associations, connected to the pursuit of non purely commercial objectives, to its genuine priority of artisanal objectives or, more generally, to its integrity, naturalness or sincerity. Finally, for the self expressive dimension, brand authenticity may derive from its capacity to connect to the image and concept that customers have of themselves. The perception of authenticity can result from the fact that it suscitates in individuals sensations of self effectiveness, problem solving capabilities and therefore perceptions of having reached performance related objectives. A brand can then be understood as authentic also by its capacity to make consumers feel that they are part of a social or territorial community to which they feel linked. Furthermore, for people who attribute a particular value to moral principles, authenticity is associated to ideals and virtues which the brand continuously follows by means of ethical standards which allow individuals to feel truer to themselves. In conclusion, brand authenticity can be interpreted as the result of the interaction between objective factors, subjective constructs and existentialist motivations. Beverland and Farrelly (2010) observe that consumers seek different forms of authenticity, based on their own personal objectives. The understanding of how consumers associate a variety of authenticity attributes to brands and the ways in which those components reciprocally influence each other appears to be an extremely useful from the point of view of brand management. In fact, the brands that propose to refer to uniqueness in their strategies, must find leverage on the dimensions that are reputedly relevant for consumers and, for each one, identify the most critical attributes. Research methodology To investigate the capacity that brand museums of fashion luxury brands have to contribute towards the perception of brand authenticity, we conducted an esplorative research on the Gucci Museum’s visitors. The survey was held based on content analysis of the reviews posped on Tripadvisor by the visitors themselves. The research was therefore based upon 79 reviews, heterogeneous in terms of the geographic provenance of the commentators, date of visit and overall evaluation. Of these, 45 were published in English, 26 in Italian, 4 in Portuguese, two in French and two in Russian. Considering the evaluation, that is the rating expressed by visitors on a scale of 1 to 5, the most part (77,22%) of comments expresses a medium-high rating (corresponding to ratings 4 and 5). Finally, more than half of the comments were published during the same month as the visit and less than 5% within the following six months or more. Those reviews underwent a content analysis, a methodology considered appropriate in the extant literature (Pan et al. 2007; Banyai 2010; Volo 2010; Li e Wang 2011) for the purpose of investigating the perceptions, impressions and general feeling associated to a certain tourism destination, or a visitation experience. Discussion In trying to understand how the museum structure might add value to the brand’s meanings, in strengthening the perceptions of authenticity, we attempted to insert the brand authentication process into the broader museum visit experience, investigating how the brand’s authentication tools may have been influenced (positively and negatively) by the perceptions of authenticity of objects and experiences. The Gucci Museum acquires a real museum legitimacy, standing on the same level as other Florentine cultural sites; it was interpreted as a memory site, where the brand’s history and fashion history are connected thanks to the remembrance of past events, people or periods, effectively “dignifying” the museum and the visit as a fundamental part of Florentine tourism. Some visitors “authenticate” corporate structures as true cultural institutions. As such, they are legitimized in the righteous pursuit of preserving and being custodians not only of brand history but also of the precious testimonials of Italian fashion. Concerning the contents, that is, the objects displayed at the museum, several reviews attributed to these a real and proper museum aura, bearing artistic worth and interpreted as true masterworks. The process by which these visitors project their own perceptions of authenticity to the objects observed, seems to be tied as a conceptualization of constructivist nature to several elements that go from stylistic-aesthetic value and quality of the products, a result of knowledgeable artisanal mastery, to the refinement and creativity of the objects themselves. For some visitors, the objects collected in museums acquire authenticity in view of their antiquity and rarity. What is relevant is the indexical authenticity of objects. It is conceivable that this process for the authentication of objects may be susceptible of influencing the brand image perceived by visitors. For some visitors, the products displayed in commercial venues acquire, by the end of the visit, an aura that brings them closer to museum pieces, expressive of the same creativity, artisanal mastery or symbolic connection with the past. The same visit to the maison’s points of sale is lived by some as an occasion to observe up close the brand’s masterworks, showcased but distant and untouchable during the museum visit. Most reviews, when describing the museum visit, made reference not so much to impressions and evaluations regarding the museum structure or the objects it contains, but instead, to the visiting experience as a whole. For these reviewers, the corporate museum represents a platform on which to experiment authentic moments. From this viewpoint, the notion of existential authenticity seems more relevant than the authenticity of the objects, as postulated in a post modern approach. In reference to the dimensions of authenticity that can be imbued in an experience, it was possible to conceptualize the role of the corporate museum as a vector for the experimentation of different types of authentic experiences. In the first place, the corporate museum – thanks to its setting and content displayed – was identified as a medium capable of conveying a surreal experience. As such, it allows an authentic experience from the intrapersonal point of view, offering the opportunity for immersion into an atmosphere, a world far from reality, feeling transported into the past or into a world of imagery, thus departing from the commonplace. The museum was also understood as an occasion to live an evasive experience in regards to traditional Florentine museums.. Finally, the museum visit is lived by some as an opportunity to consolidate existing personal connections and/or to establish new ones. Deepening the analysis, it is possible to verify that the exhibition spaces are interpreted as a frame for the consolidation of personal relations with the individuals that share the visit experience. The visit to the museum distinguishes itself because it is a collective experience, an opportunity to spend time with other people that allows for the sharing of common passions towards the brand and its history.

Three learning modules on corporate social responsibility (Systems Processes Learning Module, Codes of Conduct Auditing Terminology, and Factory Audit Simulation) were developed and assessed in an upper division course in global fashion sourcing. Three forms of assessment resulted in revisions to the learning modules to meet the learning objectives.

Corporate association—which refers to consumers’ beliefs, knowledge, perceptions, and evaluations of a corporation—can affect consumers’ purchasing intentions. Corporate association consists of corporate ability association and corporate social responsibility association. Corporate ability association refers to a company’s product quality, corporate innovation, productivity, consumer orientation, and after service. Corporate social responsibility association, which refers to the social perspective a company has of its responsibility to society, can affect corporate image and consumers’ purchasing intentions. Eco-labeling for protecting and sustaining the environment is one of the important green marketing strategies in the fashion business that can influence corporate association and consumers’ purchasing intentions. The purpose of this study was to investigate the effect of consumers’ eco-label recognition on their corporate association and intentions to purchase eco-friendly fashion products. Questionnaires were distributed to consumers. The 263 usable questionnaires that were returned were analyzed by descriptive statistics, Cronbach’s alpha, factor analysis, regression analysis, and t-test. The results were as follows: There was a significant effect of eco-label recognition on corporate association (ability association and social responsibility association). Eco-label recognition and corporate association were found to significantly affect consumers’ purchasing intentions. Regarding the eco-friendly fashion product buying experience, there was no significant difference on corporate association and buying intention, but there was significant difference on eco-label recognition.

Beyond transnational litigation which seeks to hold corporations accountable for their misconduct overseas through judicial recourse, the risk of human rights abuses should be mitigated by embedding good practices locally through domestic laws and policies. The United Nations proposed Guiding Principles for transnational and other businesses for this purpose in 2011. It has been suggested that National Actions Plans should give effect, or at the very least policy coherence, to the international standards enshrined in the Guiding Principles. This article argues that, properly devised, such plans are invaluable, and can help to reinforce regional imperatives under international law. In Southeast Asia, particularly, the prospect of corporate accountability should be measured by existing or emergent regulatory norms in ASEAN, a regional bloc that aims to achieve parity of rules and regulations across the ten countries through economic integration.