CSR 활동에 대한 진정성 평가가 브랜드 태도 및 사용의도에 미치는 영향
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How authenticity evaluation of CSR activities affect brand attitude and usage intention : Focused on the moderating effect of self-construals Corporate Social Responsibility(CSR) has been one of the emerging issues In social science in recent years. The purpose of this research is to reverify the effects of the authenticity evaluation of CSR activities on brand attitude and the usage intention and to examine the influence from the propensity of self-construals . In this study, three research questions would be formulated. First, the study examines how the authenticity evaluation of CSR activities could affect the brand attitude and the usage intention. Second, it instigates how the propensity of self-construals would influence the relationship between the authenticity evaluation of CSR and brand attitude. Third, it considers how the propensity of self-construals would influence the relationship between the evaluation of CSR's authenticity and the usage intention. As a result of this study, the authenticity evaluation has a meaningful effect on brand attitude and the usage intention, along with a moderating effect depending on the self-construal propensities. The research results are as follows. First, this research provides a new direction in carrying the CSR study with the consumer's perspective, apart from the traditional research that focused on factors and performances of CSR. Second, for hands-on CSR actions, it gives an implication on strategy establishment that would consider individual characteristics of consumers . Third, this study will help finding the appropriate locations and conditions for the CSR communication. Despite a few limitations, this study provides an important clue for activating the consumer-based CSR research by verifying the moderating effect of the self-construal propensities on the performance of CSR activities.