Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Perceived Motivation of Corporate Social Responsibility to Fashion Brand and Consumer-Brand Relationship Building

패션브랜드의 사회적 책임활동 동기에 대한 지각과 소비자-브랜드 관계 형성

  • Choi, Mi-Young (Department of Fashion Design, Duksung Women's University) ;
  • Yoon, Nam-Hee (Fashion Planning Team, Korea Color & Fashion Trend Center)
  • 최미영 (덕성여자대학교 의상디자인) ;
  • 윤남희 (한국컬러&패션트랜드센터 패션기획팀)
  • Received : 2010.05.02
  • Accepted : 2010.06.04
  • Published : 2010.07.30
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Abstract

The purpose of this study is to investigate the effect of the perceived motivations of the corporate social marketing to fashion brand and the process of consumer-brand relationship building. In this study, we proposed the hypotheses on the relationships among six focal variables. The collected data were analyzed by frequency analysis, reliability analysis, factor analysis and covariance structure analysis with SPSS 12.0 program and AMOS 7.0. 519 complete responses were obtained from core female adults consumers in fashion market. The results were as follows. First, philanthropic motivation significantly affected both benevolence and expert-based trust, but economic motivation significantly affected expert-based trust only. Second, there were significant effects in consumer trust and brand emotion. Third, the brand emotion had a strong influence on brand commitment. The results of this study will help fashion corporations to understand the relative importance of the two different motivations of CSR activities in building consumer-brand relationships.

Keywords

References

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