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다국적기업의 CSR 활동 유형(로컬 CSR vs. 글로벌 CSR)이 현지 소비자의 기업이미지 형성에 미치는 영향
Author
정라미, 이강표, 장영균
Journal Title
국제경영리뷰
Publication Year
2019
Topics
Summary
This study examined the impact of multinational corporations’ CSR activities (local vs. global) on local consumers’ corporate image from the perspective of CSR motivation attribution. The results indicated that consumers perceive global CSR activities as more altruistically motivated than local CSR, leading to a more positive evaluation of corporate image. Altruistic motivation attribution mediates the relationship between global CSR activities and corporate image.
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