항공사 CSR마케팅 활동의 진정성 효과 : 공익캠페인과 공익연계마케팅 간의 비교연구

초록

This study intends to compare the effects of CSR authenticity between cause-promotion and cause-related marketing of an airline company. Specifically, the effects of company-cause fit, consistency, and impact of CSR marketing activities on the perceptions of authenticity are examined and the resulting impact on company attitudes are compared between the two types of CSR campaigns. The results from an experiment with a sample of 406 participants show that all the three antecedents significantly affected the perceptions of CSR authenticity of an airline company, which. in turn, significantly affected attitudes toward the company. Importantly, the effects were found to differ between cause-promotion and cause-related marketing. The effects of company-cause fit and impact on CSR authenticity were found to be larger for cause-related marketing and the resulting effect on company attitudes was also larger for cause-related marketing than for cause-promotion Practical implications of these findings are discussed along with theoretical implications.

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