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The Effect of CSR Fit and CSR Authenticity on the Brand Attitude

by 1 and 2,*
1
School of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), Daejeon 34141, Korea
2
Department of Business Administration, Kyonggi University, Suwon 16227, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2020, 12(1), 275; https://doi.org/10.3390/su12010275
Received: 19 November 2019 / Revised: 21 December 2019 / Accepted: 27 December 2019 / Published: 30 December 2019
This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR. View Full-Text
Keywords: CSR authenticity; CSR fit; CSR involvement; brand attitude CSR authenticity; CSR fit; CSR involvement; brand attitude
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MDPI and ACS Style

Kim, S.; Lee, H. The Effect of CSR Fit and CSR Authenticity on the Brand Attitude. Sustainability 2020, 12, 275. https://doi.org/10.3390/su12010275

AMA Style

Kim S, Lee H. The Effect of CSR Fit and CSR Authenticity on the Brand Attitude. Sustainability. 2020; 12(1):275. https://doi.org/10.3390/su12010275

Chicago/Turabian Style

Kim, Songmi; Lee, Heejung. 2020. "The Effect of CSR Fit and CSR Authenticity on the Brand Attitude" Sustainability 12, no. 1: 275. https://doi.org/10.3390/su12010275

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