본문 바로가기 주메뉴 바로가기
22대 대한민국 국회 국회정보길라잡이 국회의원검색
회원가입 로그인
HOME

정보검색

소장정보 검색

국회도서관 홈으로 정보검색 소장정보 검색
결과 내 검색 동의어 포함
결과 내 검색 동의어 포함

-

초록보기

This research explores the emerging phenomenon of brand activism, which has attracted a lot of interest in the marketing field. As more and more people become aware of environmental and social issues, more companies are adopting strategic brand activism. The main aim of this study is to find out what kind of brand activism content appeals to consumers and how much it can help the desired brand behavior for a lasting consumer-brand relationship. To achieve this goal, an online survey was done, targeting the generation MZ, who have a high level of social involvement and action through social media and a strong interest in social and political issues.

The results of the analysis are the following. First, five factors were identified as the sub-dimensions of consumer-based brand activism: action of concreteness, originality, uniqueness, continuity, and impact. Second, consumers recognize authenticity in brand activism, and differentiate it from authenticity in the brand itself. Third, action of concreteness and continuity had a significant effect on perceived authenticity of brand activism. Fourth, originality and impact had a significant effect on perceived brand authenticity. Fifth, when considering authenticity in brand activism as a mediator, there was a significant effect on consumer brand attitudes and citizen behavior. The findings of this study are distinctive in that they reveal what aspects of brand activism content consumers regard as important, which is different from previous research. Moreover, this study empirically confirms that activist content influences consumer brand citizen behavior when considering perceived authenticity in brand activism as a mediator.

권호기사

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 목차
Perceived value and purchase intention of e-commerce platform : the role of eWOM Chenghan Lin, Eunmi Kim p. 1-13
(The) impact of brand activism components on perceived authenticity and consumer brand response Gwijeong Park, Wonjong Kim p. 15-29

Influencing repurchase intentions in the character economy : the role of consumer values and parasocial interactions Ruxi Zheng, Chengnan Jiang, Sung-Byung Yang p. 31-54
(The) quality factors on consumer satisfaction and continued use intention in fresh product e-business in China Lin Zhengyu, Myeonggil Choi p. 55-69
Analysis of keywords in 'industrial relations' using uses and gratifications theory Ji Hye Yun p. 71-86
(A) study on the impact of the characteristics of the digital subscription economy on customer experience value, satisfaction, and continuous usage intention Sehyeon Park, Jaesin Oh p. 87-103

User based comparative analysis of e-commerce growth approaches : evaluating “Uzum.uz”, “Zoodmall.uz”, “Olx.uz” platforms in Uzbekistan Ibragimova Kamola, Ko, Ilsang p. 105-128

Coordination with foreign distributors and export performance : moderating effects of international experience and firm size Hyo Eun Cho p. 129-140
(The) effects of perceived organizational justice on job satisfaction : the moderating effects of innovative culture and hierarchical culture Youngshin Kim p. 141-157
(The) influence of shared leadership on adaptive performance : the mediating role of psychological ownership and the moderating role of regulatory focus Jihwan Park, Youngsam Cho p. 159-183
(The) effects of learner-content interaction and creative problem solving ability on learning outcomes : focused on the moderating effect of SNS utilization Myeong-Jin Oh p. 185-200
(The) design and development of senior healthcare platform Hyemi Um p. 201-215
Effective tax planning and information content of tax expenses Youngchul Kim, Youngkwan Lim p. 217-234
(A) study of transfer pricing issues for digital platform companies : focusing on the OECD Transfer Pricing Guidelines Joonhyun Kim p. 235-249

추천서가 (다양한 추천 자료를 만나보세요)

권호기사보기

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 기사목차