Perceived Motivation of Corporate Social Responsibility to Fashion Brand and Consumer-Brand Relationship Building

Choi, Miyoung; Yoon, Namhee

doi:2010.48.6.119

J. Korean Home Econ. Assoc > Volume 48(6); 2010 > Article

Original Article

Journal of the Korean Home Economics Association 2010;48(6):119-132. doi: https://doi.org/10.6115/khea.2010.48.6.119

Perceived Motivation of Corporate Social Responsibility to Fashion Brand and Consumer-Brand Relationship Building

Miyoung Choi¹, Namhee Yoon²

¹Department of Fashion Design, Duksung Women’s University
²Fashion Planning Team, Korea Color & Fashion Trend Center

Corresponding Author: Namhee Yoon ,Tel: +82-2-549-3196, Fax: +82-2-3442-3707, Email: v7nami7@snu.ac.kr

Received: May 2, 2010; Revised: May 4, 2010 Accepted: June 4, 2010.

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: perceived CSR motivation: philanthropic/economic, benevolence-based trust, expert-based trust, brand emotion, brand committment