With the development of science and technology, different brands of smart phones have no obvious differences on most aspects like design and performance. In order to enhance the corporate image and increase brand loyalty of consumers, many enterprises...
With the development of science and technology, different brands of smart phones have no obvious differences on most aspects like design and performance. In order to enhance the corporate image and increase brand loyalty of consumers, many enterprises have launched a variety of social responsibility activities.
In order to compare different effects taken by corporate social responsibility activities on Korean and Chinese consumers' corporate image and consumer-corporate identification, this made a research based on the result of investigating Korean and Chinese consumers with purchasing experience of Samsung and LG mobile phones. 250 questionnaires were conducted in Korean and China, respectively 199 Chinese and 207 Korean effective questionnaires were gained after removing the unfinished and dishonest ones.
To verify the proposed hypotheses of this , AMOS 20.0 structural equation model and SPSS 21.0 were used to process data.
Research model is depicted in the figure below.
<Research Model>
The results of this study are as follows:
Frist, Corporate economic responsibility, legal responsibility, philanthropic responsibility and environmental responsibility have positive effects on corporate image whereas ethical responsibility does not.
Secondly, corporate environmental responsibility promotes consumer-
corporate identification whereas corporate economic responsibility, legal responsibility, ethical responsibility and philanthropic responsibility can not do this.
Thirdly, the improvement of corporate image is beneficial to consumer-company identification, while it is hardly relative to brand loyalty. In contrast, consumer-company identification exerts positive influence on brand loyalty.
Forthly, obvious differences of corporate social responsibility activities' effects on corporate image have been observed between the Korean and Chinese consumers. For Korean consumers, corporate philanthropic activities have no significant influence on corporate image, which is totally opposite to Chinese consumers.
Fifthly, effects of corporate social responsibility activities on consumer-corporate identification between Korean and Chinese consumers also show obvious differences. For Korean consumers, corporate philanthropic responsibility has no significant influence on consumer -corporate identification, but it has a negative effect on Chinese consumers. For Korean consumers, corporate environmental responsibility has a positive effect on consumer-corporate identification, which is different for Chinese consumers.
This research can help companies understand Korean and Chinese consumers’ attitude to corporate social responsibility activities, and provide efficient scenarios to carry out social responsibility programs for the Korean electronics companies that are intended to expand Chinese market.
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