A Study On The Influence Of Korean Consumer's Corporate Social Responsibility On Brand Attitude And Purchase Intention

This study is about the effects of luxury brand company's corporate social responsibility(CSR)on Korean consumer's brand attitudes and purchase intentions and to confirm the study result.In addition,in order to find out whether involvement plays a role in “controlling brand attitude and purchase intention”,a theoretical formulation was attempted through prior research and a hypothesis was to be established through a research model in this paper.In order to achieve the purpose of this research,data collection for empirical analysis was conducted by surveying consumers who had experience or interest in purchasing luxury brand products,a statistical package program which is SPSS 23.0 through data coding as a technique for determining demographic characteristics,frequency analysis,factor analysis of each measurement variable,reliability verification,correlation analysis,and hypothesis verification was conducted.For this result,multiple regression analysis and moderated regression analysis were performed.As a result of the analysis,through the hypothesis test presented,CSR have a significant effect on brand attitude including philanthropic responsibility activities and ethical responsibility activities.Among them,the ethical responsibility activities have the highest impact appeared in the research.In addition,brand attitude was found to have a very high level of significant influence on purchase intention,and product involvement played a role in controlling the relationship between brand attitude and purchase intention.Therefore,it can be considered that most of the hypotheses suggested through the theoretical basis of the previous research were adopted in carrying out this study mostly.Along with this,the academic and practical implications were presented while providing the rationale.In recent years,CSR have become an inevitable task for luxury brand companies as the awareness of CSR of luxury brand companies has increased and consumers interest about CSR has increased.Therefore,it is expected and encouraged that this study will contribute to the search for direction and strategic use of CSR in luxury brand companies leading and actively engaging in CSR.