Title Page
Abstract
Contents
I. Introduction 8
1. Background 8
2. Research Questions 10
II. Literature Review 13
1. Corporate Social activities: Corporate Social Responsibility (CSR) to Creating Shared Value (CSV) 13
2. Corporate Social Activities and Consumer Response 20
3. Corporate stereotype based on the Stereotype Content Model 23
III. Research Model and Hypotheses 26
1. Research Model 26
2. Hypotheses Development 27
IV. Research Methodology 34
1. Stimulus Material and Instrument Development 34
2. Instrument Development 38
3. Pilot Test of the Survey Instrument 39
4. Procedure of experiment 43
V. Data Analysis and Results 44
1. Data Collection 44
2. Sample Characteristics 45
3. Common Method Variance 46
4. Assessment of Measurement Model 49
5. Manipulation Check 50
6. Hypothesis Test 53
VI. Discussion 58
1. Summary of Findings 58
2. Contributions and Limitations 64
References 70
Appendices 79
Appendix A. Stimulus Material (Corporate Stereotype) 79
Appendix B. Stimulus Material (CSR, CSV) 81
Appendix C. Sampling 83
Appendix D. Survey 85
Appendix E. Correlation 94
요약 (국문초록) 95
Table 1. Key features of corporate social activities 17
Table 2. Variables used in CSR research related to consumer response 21
Table 3. The number of inserted events for each corporate stereotype 35
Table 4. Manipulation points of CSR and CSV scenarios 37
Table 5. Operationalization of Variables 38
Table 6. Profile of Pilot Sample Respondents 40
Table 7. Reliability and Validity Values from Pilot test 41
Table 8. Discriminant Validity Values from Pilot-test 42
Table 9. Number of Responses 45
Table 10. Demographic Characteristics of Participants 45
Table 11. Descriptive statistics of dependent variables 46
Table 12. Factor Loadings and Internal Consistency of Role overload 48
Table 13. Correlation of Latent Variables for Examining Common Method... 48
Table 14. Reliability and Convergent validity check 49
Table 15. Correlations of the latent variables and the square root of the AVE 50
Table 16. Perceived congruency 51
Table 17. Perceived business value 51
Table 18. Perceived social value 51
Table 19. Difference in consumers' perceived competence of different... 52
Table 20. Difference in consumers' perceived warmth of different corporate... 53
Table 21. The main effect of social initiatives (CSR vs. CSV) 53
Table 22. Difference in consumer response to different corporate stereotypes 54
Table 23. Difference in corporate evaluation of different corporate... 54
Table 24. The effect of social activities (CSR vs. CSV) when the corporate... 55
Table 25. The effect of social activities (CSR vs. CSV) when the corporate... 56
Table 26. The effect of social activities (CSR vs. CSV) when the corporate... 57
Table 27. The effect of social activities (CSR vs. CSV) when the corporate... 58
Table 28. The effect of social activities (CSR vs. CSV) when the corporate... 59
Figure 1. Research Model 27
Figure 2. The moderating effect of corporate stereotype 31
Figure 3. Experiment procedure 43