![The Korean Society for Journalism & Communication Studies (KSJCS)](/images/basic/pubreader_back.gif)
CSA 인식에 따른 공중의 보이콧과 바이콧 : 기업-개인 입장 일치도와 기업-이슈 적합도를 중심으로
초록
본 연구는 정치, 사회적으로 논란이 될 수 있는 이슈에 대해 입장을 밝히는 기업의 CSA 활동이 확대되는 가운데 이에 대한 공중의 반응에 영향을 미칠 수 있는 요인에 대해 알아보고자 했다. 구체적으로, CSA 이슈에 대한 기업-개인 입장 일치도와 기업-이슈 적합도가 기업에 대한 개인의 보이콧 의도와 바이콧 의도에 미치는 영향을 확인하고자 했다. 보이콧과 바이콧은 정치적 소비 활동으로 공중이 자신의 가치관을 바탕으로 행하는 다양한 형태의 정치, 사회적 참여 활동이며 여기에는 소비 행동만 국한되는 것이 아니라 청원 운동이나 캠페인과 같은 커뮤니케이션 행동을 포함한다. 추가적으로 기업-개인 입장 일치도 및 기업-이슈 적합도가 보이콧 의도와 바이콧 의도에 미치는 영향을 이슈 관여도와 조직-공중 관계성이 조절하는지 알아보았다. 이를 위해 성인 남녀 350명을 대상으로 설문 조사를 실시했다. 설문에서 제시한 CSA 이슈는 ‘여성 지지’ 이슈였고 대상 기업은 미국의 스포츠용품 브랜드인 ‘나이키’였다. 연구 결과, 기업-개인 입장 일치도는 기업에 대한 보이콧 의도에는 유의미한 영향을 보이지 않았지만 바이콧 의도에는 긍정적인 영향을 보였다. 그리고 기업-이슈 적합도가 높을수록 기업에 대한 보이콧 의도는 낮아지고 바이콧 의도는 높아지는 것을 확인했다. 다음으로 기업-개인 입장 일치도와 보이콧 의도의 관계, 기업-이슈 적합도와 보이콧 의도의 관계를 조직-공중 관계성이 모두 유의미하게 조절하는 것으로 나타났다. 구체적으로 개인이 기업의 CSA 메시지에 동의하지 않는 입장이더라도 기업과 높은 조직-공중 관계성을 가지고 있다면 낮은 보이콧 의도를 보였다. 또한 기업의 가치관과 CSA 활동 사이에 적합도가 높다고 개인이 인식할 때 감소하는 보이콧 의도가 기업에 대한 조직-공중 관계성이 높을수록 더 큰 폭으로 감소했다. 하지만 조직-공중 관계성이 기업-개인 입장 일치도와 바이콧 의도, 기업-이슈 적합도와 바이콧 의도의 관계에 대한 유의미한 조절 효과를 보이지는 않았다. 그리고 기업-개인 입장 일치도와 보이콧 의도의 관계, 기업-개인 입장 일치도와 바이콧 의도의 관계, 기업-이슈 적합도와 보이콧 의도의 관계, 기업-이슈 적합도와 바이콧 의도의 관계를 개인의 이슈 관여도가 조절하는 결과는 나타나지 않았다.
Abstract
This study aimed to explore factors that could influence public reactions to corporate social advocacy (CSA) activities that take a stance on issues that may be politically or socially controversial. Specifically, the study examined the impact of the congruence between the positions of the company and individuals on a particular issue, as well as the alignment between individuals' expected values of the company and the values contained in the company's CSA activities, on individual’s intentions to boycott and buycott the company. Boycotts and buycotts are political consumer actions in which the public engages in various types of political and social activism based on their beliefs. This includes not only consumer behavior but also communication actions such as petitions or campaigns. Additionally, the study sought to determine the moderation effects of the level of an individual’s issue involvement and organization-public relationship on the relationship between the congruence of an individual and company’s positions on the specific issue, perceived company-cause fit, and boycott and buycott intentions. A survey was conducted with 350 adult participants, and the chosen issue for the survey was ‘female empowerment’, with the selected company being the U.S. sports brand ‘Nike’. The study’s results confirmed that an increase in congruence between individual and company positions on the female empowerment issue corresponded to an increase in individuals' intentions to buycott the company. However, there was no statistically significant impact of congruence between individual and company positions on the issue of boycott intentions. Additionally, a higher perceived company-cause fit, which represents the alignment between the values the public expects from the company and the values demonstrated by the firm's CSA actions, resulted in lower boycott intentions and higher buycott intentions for the company. Furthermore, the study revealed that the organization-public relationship significantly moderated the relationships between the congruence of individual and company positions on issue and boycott intentions, as well as between perceived company-cause fit and boycott intentions. Individuals who disagreed with the company's CSA message but maintained a strong organization-public relationship demonstrated reduced boycott intentions. Moreover, the decrease in boycott intentions when individuals' expected values from the company and the company's CSA activities aligned was more pronounced when the organization-public relationship was high. However, no significant moderating effects were found in the relationship between organization-public relationship and company-individual opinion congruence and buycott intention, as well as in the relationship between perceived company-cause fit and buycott intention. The findings revealed that issue involvement has no influence on the relationship between company-individual opinion congruence and boycott intention, company-individual opinion congruence and buycott intention, perceived company-cause fit and boycott intention, and perceived company-cause fit and buycott intention.
Keywords:
Corporate Social Advocacy, Congruence of Individual and Company Opinions, Perceived Company-Cause fit, Boycott, Organization-Public Relationship키워드:
기업-개인 입장 일치도, 기업-이슈 적합도, 보이콧, 조직-공중 관계성References
-
Afego, P. N., & Alagidede, I. P. (2021). What does corporate social advocacy signal? Evidence from boycott participation decisions. Journal of Capital Markets Studies, 5(1), 49-68.
[https://doi.org/10.1108/JCMS-10-2020-0040]
-
Alexandrov, A., Lilly, B., & Babakus, E. (2013). The effects of social-and self-motives on the intentions to share positive and negative word of mouth. Journal of the Academy of Marketing Science, 41(5), 531-546.
[https://doi.org/10.1007/s11747-012-0323-4]
-
Austin, L., Gaither, B., & Gaither, T. K. (2019). Corporate social advocacy as public interest communications: Exploring perceptions of corporate involvement in controversial social-political issues. The Journal of Public Interest Communications, 3(2), 3.
[https://doi.org/10.32473/jpic.v3.i2.p3]
-
Baek, Y. M. (2010). To buy or not to buy: Who are political consumers? What do they think and how do they participate? Political Studies, 58(5), 1065-1086.
[https://doi.org/10.1111/j.1467-9248.2010.00832.x]
-
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1),46-53.
[https://doi.org/10.1016/j.jbusres.2005.01.001]
- Berger, P. L. (1981). New attack on the legitimacy of business, Harvard Business Review, 59(5), 82-89.
-
Bhagwat, Y., Warren, N. L., Beck, J. T., & Watson, G. F., IV (2020). Corporate sociopolitical activism and firm value. Journal of Marketing, 84(5), 1-21.
[https://doi.org/10.1177/0022242920937000]
-
Bravo, O. S.-A. C., & Lee, J. (2020). The mediating effects of message agreement on millennials’ response to advocacy advertising. Journal of Marketing Communications, 26(8), 856-873.
[https://doi.org/10.1080/13527266.2019.1596969]
-
Brown, K. A., & White, C. L. (2010). Organization-public relationships and crisis response strategies: Impact on attribution of responsibility. Journal of Public Relations Research, 23(1), 75-92.
[https://doi.org/10.1080/1062726X.2010.504792]
-
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing, 61(1), 68-84.
[https://doi.org/10.1177/002224299706100106]
-
Chang, S., & Han, J. H. (2015). The possible negative effect of ‘excessive fit’ in CSR acts. The Korean Journal of Advertising, 26(6), 321-348.
장수현·한정호 (2015). CSR 활동의 과도 적합성의 부정적 효과에 관한 연구: 적합성 유형과 진정성 유형, 사전 기업태도를 중심으로. <광고학연구>, 26권 6호, 321-348. [ https://doi.org/10.14377/KJA.2015.8.31.321 ] -
Cho, S., & Shin, B. (2021a). Corporate social advocacy: Korean CSA case analyses and a survey. Journal of Practical Research in Advertising and Public Relations, 14(4), 176-205.
조수영·신별 (2021a). 기업의 정치사회적 의견 표명: 국내 사례 분석 및 설문연구. <광고PR실학연구>, 14권 4호, 176-205. -
Cho, S., & Shin, B. (2021b). Effects of corporate social advocacy. Advertising Research, 131, 65-109.
조수영·신별 (2021b). 논쟁적 이슈에 대한 기업의 의견 표명 효과. <광고연구>, 131호, 65-109. [ https://doi.org/10.16914/ar.2021.131.65 ] -
Choi, E. J., & Kim, S.-H. (2013). A study of the impact of social value congruence on social enterprises’ attitudes and purchase intentions: Mediating effects of social value congruence. Korean Journal of Consumer and Advertising Psychology, 14(1), 87-109.
최은정·김수현 (2013). 사회적 가치 일치성이 사회적 기업에 대한 태도와 구매의도에 미치는 영향에 대한 연구: 사회적 가치 일치성의 매개효과를 중심으로. <한국심리학회지: 소비자·광고>, 14권 1호, 87-109. [ https://doi.org/10.14377/KJA.2013.10.15.87 ] -
Choi, H.-M., & Kim, H.-S. (2011). The influence of OPR(organization-public relationships) formed by the usage of Twitter on publics’ conflict resolution will. Journal of Public Relations, 15(3), 5-40.
최혜민·김효숙 (2011). 트위터로 형성된 조직-공중 관계성이 공중의 갈등 해소 의지에 미치는 영향: A 대학 트위터를 중심으로. <PR연구>, 15권 3호, 5-40. [ https://doi.org/10.15814/jpr.2011.15.3.5 ] - Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2003). Applied multiple regression/correlation analysis for the behavioral sciences (3rd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
-
Coombs, W. T., & Holladay, S. J. (2018). Social issue qua wicked problems: The role of strategic communication in social issues management. Journal of Communication Management, 22(1), 79-95.
[https://doi.org/10.1108/JCOM-11-2016-0093]
- Copeland, L. (2013, April). Political consumerism: Boycotting, buycotting, and the expansion of political participation in the United States. Paper presented at the Ninth Annual California Graduate Student Conference, Irvine.
- Danziger, P. N. (2019, March 1). Nike declares 2019 its year for women. Forbes. Retrieved 7/14/2022 from https://www.forbes.com/sites/pamdanziger/2019/03/01/nike-the-worlds-most-valuable-fashion-brand-declares-2019-its-year-for-women/?sh=334b870419d3
-
De Zúñiga, H. G., Copeland, L., & Bimber, B. (2014). Political consumerism: Civic engagement and the social media connection. New Media & Society, 16(3), 488-506.
[https://doi.org/10.1177/1461444813487960]
-
DiRusso, C., Buckley, C., Diddi, P., Dardis, F. E., Vafeiadis, M., & Eng, N. (2022). Designing effective corporate social advocacy campaigns using valence, arousal, and issue salience. Public Relations Review, 49(3), 102207.
[https://doi.org/10.1016/j.pubrev.2022.102207]
-
Dodd, M. (2018). Globalization, pluralization, and erosion: The impact of shifting societal expectations for advocacy and public good. The Journal of Public Interest Communications, 2(2), 221-238.
[https://doi.org/10.32473/jpic.v2.i2.p221]
- Dodd, M. D., & Supa, D. W. (2014). Conceptualizing and measuring “corporate social advocacy” communication: Examining the impact on corporate financial performance. Public Relations Journal, 8(3), 1-23.
-
Du, S., Bhattacharya, C. B., & Sen, S. (2010). Maximizing business returns to corporate social responsibility(CSR): The role of CSR communication. International Journal of Management Reviews, 12(1), 8-19.
[https://doi.org/10.1111/j.1468-2370.2009.00276.x]
- Edelman (2018). Two-thirds of consumers worldwide now buy on beliefs. Retrieved 6/9/22 from https://www.edelman.com/news-awards/two-thirds-consumers-worldwide-now-buy-beliefs
- Edelman (2020) Special report: Brand trust in 2020. Edelman Trust Barometer 2020. Retrieved /9/22 from https://www.edelman.com/research/brand-trust-2020
- Edelman (2022) Edelman Trust Barometer 2022. Retrieved 6/9/22 from https://www.edelman.com/trust/2022-trust-barometer
-
Ehrlich, D., Guttman, I., Schönbach, P., & Mills, J. (1957). Postdecision exposure to relevant information. The Journal of Abnormal and Social Psychology, 54(1), 98-102.
[https://doi.org/10.1037/h0042740]
-
Festinger, L. (1957). A theory of cognitive dissonance. Redwood City, CA: Stanford University Press.
[https://doi.org/10.1515/9781503620766]
-
Foreh, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
[https://doi.org/10.1207/S15327663JCP1303_15]
-
Gaither, B. M., Austin, L. L., & Collins, M. (2018). Examining the case of DICK’S Sporting Goods: Realignment of stakeholders through corporate social advocacy. Journal of Public Interest Communications, 2(2), 176-201.
[https://doi.org/10.32473/jpic.v2.i2.p176]
- Gellas, D. (2017, August 19). The moral voice of corporate America. The New York Times. Retrieved 5/11/22 from https://www.nytimes.com/2017/08/19/business/moral-voice-ceos.html
-
Grunig, J. E., & Dozier, D. M. (2003). Excellent public relations and effective organizations: A study of communication management in three countries. Oxfordshire, UK: Routledge.
[https://doi.org/10.4324/9781410606617]
- Grunig, J. E., & Huang, Y. H. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. In J. A. Ledingham & S. D. Bruning (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (pp. 23-53). Mahwah, NJ: Lawrence Erlbaum Associates Publishers.
-
Gupta, S., & Pirsch, J. (2006). The company-cause-customer fit decision in cause-related marketing. Journal of Consumer Marketing, 23(6), 314-326.
[https://doi.org/10.1108/07363760610701850]
-
Hallahan, K. (2001). The dynamics of issues activation and response: An issues processes model. Journal of Public Relations Research, 13(1), 27–59.
[https://doi.org/10.1207/S1532754XJPRR1301_3]
-
Han, J.-H., & Jo, S. (2009). The effect of organization-public relationships and corporate reputation on public’s perception of corporation and behavior in case of corporate crisis. Korean Journal of Journalism & Communication Studies, 53(3), 82-100.
한정호·조삼섭 (2009). 기업위기발생시 기업명성과 공중관계성이 공중들의 위기인식과 결과인식에 미치는 영향에 관한 연구. <한국언론학보>, 53권 3호, 82-100. -
Harmon-Jones, E., Amodio, D. M., & Harmon-Jones, C. (2009). Action-based model of dissonance: A review, integration, and expansion of conceptions of cognitive conflict. Advances in Experimental Social Psychology, 41, 119-166.
[https://doi.org/10.1016/S0065-2601(08)00403-6]
-
Harmon-Jones, E., & Mills, J. (2019). An introduction to cognitive dissonance theory and an overview of current perspectives on the theory. In E. Harmon-Jones (Ed.), Cognitive dissonance: Reexamining a pivotal theory in psychology (pp. 3-24). Washington, D.C.: American Psychological Association.
[https://doi.org/10.1037/0000135-001]
-
Hong, C., & Li, C. (2020). To support or to boycott: a public segmentation model in corporate social advocacy. Journal of Public Relations Research, 32(5-6), 160-177.
[https://doi.org/10.1080/1062726X.2020.1848841]
-
Huang, Y. H. (2001). OPRA: A cross-cultural, multiple-item scale for measuring organization-public relationships. Journal of Public Relations Research, 13(1), 61-90.
[https://doi.org/10.1207/S1532754XJPRR1301_4]
-
Jeon, S. H., Kim, H. W., Zhang, X., Kim, J. E., & Cho, S. (2019). Why am I hesitating not to buy?: The dilemma of a boycott – Effects of corporate unethical violations on individuals’ boycott behavior. Journal of Public Relations, 23(2), 141-181.
전상현·김현우·장신·김지은·조수영 (2019). 불매 운동의 개인적 딜레마: 기업의 비윤리적 위반이 개인의 불매 행위에 미치는 영향. <PR연구>, 23권 2호, 141-181. -
Jungblut, M., & Johnen, M. (2021). When brands (don’t) take my stance: The ambiguous effectiveness of political brand communication. Communication Research, 49(8), 1092-1117.
[https://doi.org/10.1177/00936502211001622]
-
Kam, C. D., & Deichert, M. (2020). Boycotting, buycotting, and the psychology of political consumerism. The Journal of Politics, 82(1), 72-88.
[https://doi.org/10.1086/705922]
-
Ki, E. J., & Hon, L. C. (2007). Reliability and validity of organization-public relationship measurement and linkages among relationship indicators in a membership organization. Journalism & Mass Communication Quarterly, 84(3), 419–438.
[https://doi.org/10.1177/107769900708400302]
-
Kim, J. H., & Kim, J. A. (2011). The influence of cognitive dissonance by hypocrisy paradigm on persuasion: On attitude and behavior for CSR corporation. Advertising Research, 89, 205-228.
김재휘·김정애 (2011). 위선유도에 의한 인지부조화의 설득 효과: CSR 기업에 대한 태도에 미치는 영향. <광고연구>, 89호, 205-228. -
Kim, J. K., Overton, H., Bhalla, N., & Li, J. Y. (2020). Nike, Colin Kaepernick, and the politicization of sports: Examining perceived organizational motives and public responses. Public Relations Review, 46(2), 101856.
[https://doi.org/10.1016/j.pubrev.2019.101856]
-
Kim, S., & Kim, S.-Y. (2016). The effect of corporate issue ownership, crisis responsibility, and crisis communication on publics’ attitudes towards a corporation. The Korean Journal of Advertising and Public Relations, 18(4), 5-37,
김사라·김수연 (2016). 기업의 이슈 소유권, 위기 책임성, 위기 커뮤니케이션이 공중의 기업에 대한 태도에 미치는 영향. <한국광고홍보학보>, 18권 4호, 5-37. [ https://doi.org/10.16914/kjapr.2016.18.4.5 ] -
Kim, S., & Lee, H. (2019). The effect of CSR fit and CSR authenticity on the brand attitude. Sustainability, 12(1), 275.
[https://doi.org/10.3390/su12010275]
-
Ku, Y., & Shim, J. C. (2017). A study on the mediating effects of CSR authenticity: Focusing on corporate ethical reputation, CSR consistency, and CSR transparency. Journal of Public Relations, 21(4), 1-29.
구윤희·심재철 (2017). CSR 진정성 인식의 매개 효과 연구: 기업 윤리 평판, CSR 지속성, CSR 투명성을 중심으로. <PR연구>, 21권 4호, 1-29. [ https://doi.org/10.15814/jpr.2017.21.4.1 ] -
Ledingham, J. A., & Bruning, S. D. (1998). Relationship management in public relations: Dimensions of an organization-public relationship. Public Relations Review, 24(1), 55-65.
[https://doi.org/10.1016/S0363-8111(98)80020-9]
-
Lee, H.-J., & Cha, H.-W. (2023). A study on the influence of corporate social advocacy on corporate reputation and purchase intention: Focusing on the Korea’s MZ generation. The Korean Journal of Advertising, 34(3), 37-66.
이현주·차희원 (2023). 기업의 CSA(Corporate Social Advocacy)가 기업명성과 구매의도에 미치는 영향력 연구: MZ세대를 중심으로. <광고학연구>, 34권 3호, 37-66. [ https://doi.org/10.14377/KJA.2023.6.30.37 ] -
Lee, J., Yoo, D., & Jeon, Y. (2012). The influence of fit and consistency of CSR activities on consumers’ corporate evaluation: Focusing on the role of CSR support. The Korean Journal of Advertising, 23(1), 319-341.
이지은·유동호·전연희 (2012). CSR 활동의 적합성과 일관성이 소비자의 기업 평가에 미치는 영향: CSR 활동 지지를 중심으로. <광고학연구>, 23권 1호, 319-341. -
Lee, S. Y., Zhang, W., & Abitbol, A. (2019). What makes CSR communication lead to CSR participation? Testing the mediating effects of CSR associations, CSR credibility, and organization-public relationships. Journal of Business Ethics, 157(2), 413-429.
[https://doi.org/10.1007/s10551-017-3609-0]
-
Li, J. Y., Kim, J. K., & Alharbi, K. (2022). Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: The case of Nike’s Colin Kaepernick campaign. International Journal of Advertising, 41(2), 233-257.
[https://doi.org/10.1080/02650487.2020.1857111]
-
Lim, J. S., & Young, C. (2021). Effects of issue ownership, perceived fit, and authenticity in corporate social advocacy on corporate reputation. Public Relations Review, 47(4), 102071.
[https://doi.org/10.1016/j.pubrev.2021.102071]
-
McGrath, A. (2017). Dealing with dissonance: A review of cognitive dissonance reduction. Social and Personality Psychology Compass, 11(12), e12362.
[https://doi.org/10.1111/spc3.12362]
-
Meglino, B. M., & Ravlin, E. C. (1998). Individual values in organizations: Concepts, controversies, and research. Journal of Management, 24(3), 351-389.
[https://doi.org/10.1177/014920639802400304]
-
Meijer, M.-M., & Kleinnijenhuis, J. (2006). Issue news and corporate reputation: Applying the theories of agenda setting and issue ownership in the field of business communication. Journal of Communication, 56(3), 543-559.
[https://doi.org/10.1111/j.1460-2466.2006.00300.x]
-
Muniz, A. M., Jr., & O’Guinn, T. C. (2001). Brand community. The Journal of Consumer Research, 27(4), 412-432.
[https://doi.org/10.1086/319618]
- Murphy, H. (2020, June 12). Starbucks will allow employees to wear Black Lives Matter apparel. The New York Times. Retrieved 11/23/23 from https://www.nytimes.com/2020/06/12/business/starbucks-blm-ban-reversed.html
-
Neilson, L. A. (2010). Boycott or buycott? Understanding political consumerism. Journal of Consumer Behaviour, 9(3), 214-227.
[https://doi.org/10.1002/cb.313]
-
Overton, H., Choi, M., Weatherred, J. L., & Zhang, N. (2020). Testing the viability of emotions and issue involvement as predictors of CSA response behaviors. Journal of Applied Communication Research, 48(6), 695-713.
[https://doi.org/10.1080/00909882.2020.1824074]
-
Petty, R. E., Wegener, D. T., Fabrigar, L. R., Priester, J. R., & Cacioppo, J. T. (1993). Conceptual and methodological issues in the elaboration likelihood model of persuasion: A reply to the Michigan State critics: Specifying the ELM. Communication Theory, 3(4), 336-342.
[https://doi.org/10.1111/j.1468-2885.1993.tb00078.x]
-
Rim, H., Lee, Y., & Yoo, S. (2020). Polarized public opinion responding to corporate social advocacy: Social network analysis of boycotters and advocators. Public Relations Review, 46(2), 101869.
[https://doi.org/10.1016/j.pubrev.2019.101869]
-
Rim, H., Xu, H., & Dong, C. (2022). Triadic public-company-issue relationships and publics’ reactions to corporate social advocacy (CSA): An application of balance theory. Journal of Public Relations Research, 34(3-4), 109-134.
[https://doi.org/10.1080/1062726X.2022.2071273]
-
Shim, K., Cho, H., Kim, S., & Yeo, S. L. (2021). Impact of moral ethics on consumers’ boycott intentions: A cross-cultural study of crisis perceptions and responses in the United States, South Korea, and Singapore. Communication Research, 48(3), 401-425.
[https://doi.org/10.1177/0093650218793565]
-
Shin, B., & Cho, S. (2021). Testing the effectiveness of CSA(Corporate Social Advocacy) through change of attitude toward the organization, purchase and boycott intentions. The Korean Journal of Advertising and Public Relations, 23(4), 230-264.
신별·조수영 (2021). 기업에 대한 태도 변화, 구매 및 불매의도를 통한 CSA 효과 검증: 사전 기업태도, 개인-기업 입장 일치여부를 중심으로. <한국광고홍보학보>, 23권 4호, 230-264. [ https://doi.org/10.16914/kjapr.2021.23.4.230 ] -
Shin, S. (2018). A study of consumer motivation for boycott participation: An application of network analysis. Journal of Consumer Policy Studies, 49(2), 135-180.
신성연 (2018). 연결망 분석을 이용한 소비자의 보이콧 참여 동기에 관한 연구. <소비자문제연구>, 49권 2호, 135-180. [ https://doi.org/10.15723/jcps.49.2.201808.135 ] -
Simon, D., & Holyoak, K. J. (2002). Structural dynamics of cognition: From consistency theories to constraint satisfaction. Personality and Social Psychology Review, 6(4), 283-294.
[https://doi.org/10.1207/S15327957PSPR0604_03]
-
Song, B., & Lan, X. (2022). Meeting consumers’ expectations: Exploring corporate social advocacy communication in China. Sustainability, 14(4), 2385.
[https://doi.org/10.3390/su14042385]
-
Speed, R., & Thompson, P. (2000). Determinants of sports sponsorship response. Journal of the Academy of Marketing Science, 28(2), 226-238.
[https://doi.org/10.1177/0092070300282004]
-
Statistics Korea (2022). KOSTAT statisticsplus spring 2022. Retrieved 7/23/22 from https://kosis.kr/publication/publicationThema.do?pubcode=CA
통계청 (2022). KOSTAT 통계플러스 2022년 봄호. -
Stolle, D., Hooghe, M., & Micheletti, M. (2005). Politics in the supermarket: Political consumerism as a form of political participation. International Political Science Review, 26(3), 245-269.
[https://doi.org/10.1177/0192512105053784]
-
Storbacka, K., Strandvick, T., & Gronroos, C. (1994). Managing customer relationships for profit: The dynamics of relationship quality. International Journal of Service Industry Management, 5(5), 21-38.
[https://doi.org/10.1108/09564239410074358]
- Supa, D. W., & Dodd, M. D. (2015). Examining the impact of advertising vs. public relations in consumer engagement with social responsibility. Prism, 12(2), 1-13.
-
Swimberghe, K., Flurry, L. A., & Parker, J. M. (2011). Consumer religiosity: Consequences for consumer activism in the United States. Journal of Business Ethics, 103(3), 453-467.
[https://doi.org/10.1007/s10551-011-0873-2]
-
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13.
[https://doi.org/10.1080/00913367.2000.10673613]
-
Venger, O., & Pomirleanu, N. (2018). Linking CSR communication activities to consumer brand evaluations: An examination of mediating and moderating factors linking CSR communication to brand evaluations. Journal of Promotion Management, 24(5), 675-693.
[https://doi.org/10.1080/10496491.2018.1405520]
-
Volk, S. C., & Zerfass, A. (2018). Alignment: Explicating a key concept in strategic communication. International Journal of Strategic Communication, 12(4), 433-451.
[https://doi.org/10.1080/1553118X.2018.1452742]
-
Weinzimmer, L. G., & Esken, C. A. (2016). Risky business: Taking a stand on social issues. Business Horizons, 59(3), 331-337.
[https://doi.org/10.1016/j.bushor.2016.01.007]
-
Wettstein, F., & Baur, D. (2016). “Why should we care about marriage equality?”: Political advocacy as a part of corporate responsibility. Journal of Business Ethics, 138(2), 199-213.
[https://doi.org/10.1007/s10551-015-2631-3]
-
Yim, M. C. (2021). Fake, faulty, and authentic stand-taking: What determines the legitimacy of corporate social advocacy? International Journal of Strategic Communication, 15(1), 60-76.
[https://doi.org/10.1080/1553118X.2020.1856853]
-
Yoo, S. W. (2013). Authenticity effects. Korean Journal of Journalism & Communication Studies, 57(6), 7-34.
유선욱 (2013). 진정성 (authenticity) 효과: 구매행동의도에 대한 조직-공중 관계성과 기업 명성의 매개 역할을 중심으로. <한국언론학보>, 57권 6호, 7-34. - Zaichkowsky, J. L. (1984). Conceptualizing and measuring the involvement construct in marketing (advertising). Unpublished doctoral dissertation, University of California, Los Angeles, CA.
-
Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of Advertising, 23(4), 59-70.
[https://doi.org/10.1080/00913367.1943.10673459]
-
Zhou, Z., & Dong, C. (2022). Matching words with actions: Understanding the effects of CSA stance-action consistency on negative consumer responses. Corporate Communications: An International Journal, 27(1), 167-187.
[https://doi.org/10.1108/CCIJ-05-2021-0060]