<Abstract> With the development of global business, different companies between Korea and China have no obvious differences on most aspects like appearance and performance. In order to enhance the corporate image and increase brand attitude o... <Abstract> With the development of global business, different companies between Korea and China have no obvious differences on most aspects like appearance and performance. In order to enhance the corporate image and increase brand attitude of consumers, many companies have launched a variety of social responsibility activities. In order to compare different effects taken by different corporate’s social responsibility activities on Chinese consumers' corporate image and brand attitude, this made a research based on the result of investigating Chinese consumers with purchasing experience of Samsung and Huawei products. 200 questionnaires were conducted in China, respectively 180 Chinese effective questionnaires were gained after removing the unfinished and dishonest ones. To verify the proposed hypotheses of this , AMOS 21.0 structural equation model and SPSS 22.0 were used to process data. Research model is depicted in the figure below. The results of this study are as follows: Frist, Corporate economic responsibility, legal responsibility, ethical responsibility and environmental responsibility have positive effects on corporate image whereas philanthropic responsibility does not. Secondly, country image don't have positive effects on corporate image. Thirdly, corporate image have positive effects on brand attitude. Fourthly, obvious the differences of Samsung corporate's social responsibility activities and Huawei corporate's social responsibility activities' effects on corporate image have been observed at Chinese consumers. For Chinese consumers, Samsung corporate’s philanthropic activities have no positive influence on corporate image, which is opposite to Huawei corporate. Fifthly, effects of country image on corporate image between Korea country image and China country image show don’t have obvious differences. For Chinese consumers, the effects of China's country image on corporate image is slightly higher than the effects of Korea's country image on corporate image. This research can help companies understand Chinese consumers’attitude to corporate social responsibility activities,and provide efficient scenarios to carry out social responsibility programs for the other Korean companies that are intended to expand Chinese market. ，韩语论文，韩语论文范文 |
