S-Space College of Business Administration/Business School (경영대학/대학원) Dept. of Business Administration (경영학과) Theses (Master's Degree_경영학과)
Frame against the blame: Bad reputation and regulatory focus
기업의 사회적 공헌 메시지의 조절초점이 악평기업의 평가에 미치는 영향
- 경영대학 경영학과
- Issue Date
- 서울대학교 대학원
- Bad reputation; corporate social responsibility (CSR); regulatory focus; company evaluation; perceived informational believability; perceived sincerity of motives
- 학위논문 (석사)-- 서울대학교 대학원 : 경영학과, 2015. 2. 주우진.
- Use of corporate social responsibility (CSR) initiatives to influence the consumer perception about the company and products is a common marketing strategy. This research builds on the growing body of marketing literature that examines effective ways in which companies can convey CSR initiatives, especially for companies with bad reputation.The study shows that CSR message framing with regulatory focus has influence on company evaluation when benefit salience is high, and this effect is mediated by perceived informational believability of the message and perceived sincerity of the motives.