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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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There is an increasingly fierce competition in the current fashion industry due to equalized technology, a shortened fashion cycle and changing lifestyle; however, it is not easy to map out successful marketing strategies that influence the outcome of business administration. This study discussed the importance of changing environments for the fashion industry and of CSR activities. The findings of the study were as follows. First, consumers who found the fashion company to perform more appropriate CSR activities rated its CSR activities more favorably. Second, consumers who considered the company's CSR activities more suitable for themselves viewed the CSR activities more favorably. Third, consumers who rated a fashion company's CSR activities more favorably showed a more favorable attitude to the company. Fourth, consumers who viewed a fashion company's CSR activities more favorably had a greater intention to recommend the company. Fifth, consumers who viewed a fashion company's CSR activities more favorably had a more buying intention for the company. Sixth, the consumers who took a more favorable attitude to a fashion company had a stronger recommendation intention for that fashion company. Seventh, the consumers who showed a more favorable attitude to a fashion company had a bigger buying intention. Eighth, the consumers who had a greater recommendation intention for a fashion company had an increased buying intention as well.
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참고문헌 (46)
참고문헌 신청
Anderson, E. W / 1993 / The antecedents and consequences of customer satisfaction for firms / Marketing Science 12(2):125~143
Assael,H / 1984 / Consumer behavior and marketing action / Kent Publishing Co
Bechwith,J / 1976 / Social and political uses of genetics in the United States / Academy of Science 265:9~14
Bowen,H.R / 1953 / Social responsibility of the businessman / Haper & Row Broom
Brown, T. J / 1997 / The company and product corporate associations and consumer product responses / Journal of Marketing 61:68~84
Assael,H / 1984 / Consumer behavior and marketing action / Kent Publishing Co
Bechwith,J / 1976 / Social and political uses of genetics in the United States / Academy of Science 265:9~14
Bowen,H.R / 1953 / Social responsibility of the businessman / Haper & Row Broom
Brown, T. J / 1997 / The company and product corporate associations and consumer product responses / Journal of Marketing 61:68~84
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