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Article
Publication date: 3 October 2016

Eun-Mi Lee, Hyun Jung Lee, Jae-Hyeon Pae and Seong-Yeon Park

This study examines the effect of corporate social responsibility (CSR) capabilities on corporate association and, consequently, customer orientation and price premium…

Abstract

Purpose

This study examines the effect of corporate social responsibility (CSR) capabilities on corporate association and, consequently, customer orientation and price premium, which are key to competitive advantage.

Design/methodology/approach

This study adapts survey instrument targeting employees of a Korean firm. A total of 168 usable questionnaires were collected from seven Korean firms that were conducting CSR and public relations (PR) activities.

Findings

CSR and PR capability induce positive CSR and corporate ability (CA) associations, which improve customer orientation and increase price premium. The results of our empirical study indicate that a company should consider both CSR and PR capabilities to enhance its employees’ positive attitude to its CSR activities and CA association.

Research limitations/implications

This study has undertaken a holistic examination of important role of CSR and PR capability and their outcomes, namely customer orientation and price premium.

Originality/value

Understanding of CSR capabilities in terms of competitive advantage is imperative to the establishment of strategic CSR initiatives. This study attempts to answer whether corporate capabilities for social responsiveness improve a company’s competitive advantage.

Details

Social Responsibility Journal, vol. 12 no. 4
Type: Research Article
ISSN: 1747-1117

Keywords

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Article
Publication date: 16 October 2018

Eun-Mi Lee and Sung-Joon Yoon

The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s…

Abstract

Purpose

The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention.

Design/methodology/approach

A total of 304 usable responses were obtained from a sample of 313 consumers who were 18 years of age or older.

Findings

The result of study indicates that consumer citizenship and involvement in CSR activities have significant effects on CSR image, and that consumer citizenship has a significant effect on involvement in CSR activities. CSR image also has a positive effect on product attitude but no significant influence on purchase intention.

Originality/value

The consumer perception of a firm’s CSR image is an important factor to consider while implementing CSR strategies; therefore, it is strategically important to understand the antecedents and consequences of creating a positive CSR image because of its effect on the responsible purchasing behavior of people who adhere to strong consumer citizenship.

Details

Social Responsibility Journal, vol. 14 no. 4
Type: Research Article
ISSN: 1747-1117

Keywords

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Article
Publication date: 6 June 2016

Eun-Mi Lee, Serdal Temel and Cevahir Uzkurt

Internet shopping is becoming more prevalent and popular in Turkey, one of the fastest growing e-commerce markets in Eastern Europe. The growth of internet usage has…

Abstract

Purpose

Internet shopping is becoming more prevalent and popular in Turkey, one of the fastest growing e-commerce markets in Eastern Europe. The growth of internet usage has focused academic attention on the factors that drive the adoption of internet shopping. The purpose of this study is to investigate how opinion leadership and open processing innovativeness influence internet shopping behavior through the mediating variable of domain-specific innovativeness.

Design/methodology/approach

The data for this study were collected via face-to-face contact with consumers in Eskisehir. A total of 275 usable responses were obtained.

Findings

The results reveal that opinion leadership induces positive internet shopping behavior through domain-specific innovativeness, whereas open processing innovativeness has no significant impact.

Originality/value

The study makes an important contribution by offering theoretical and managerial implications for internet marketers.

Details

International Journal of Innovation Science, vol. 8 no. 2
Type: Research Article
ISSN: 1757-2223

Keywords

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Article
Publication date: 7 January 2019

Sungjoon Yoon and Eun-Mi Lee

In view of the increasing importance of creating values that require shared societal responsibilities to be borne by not just firms but customers as well, the purpose of…

Abstract

Purpose

In view of the increasing importance of creating values that require shared societal responsibilities to be borne by not just firms but customers as well, the purpose of this paper is to empirically investigate whether customers’ social capital plays a role in creating shared values for South Korean firms directly or indirectly through social identity and corporate authenticity.

Design/methodology/approach

To understand the effects of social capital on value co-creation, the authors conducted a face-to-face questionnaire survey with a selected group of 400 adult respondents aged more than 20 years. To verify precision in wording and sentence structure and the validity of questions in reflecting the study objective, the authors conducted a pretest on 40 respondents before administering the main survey. Ultimately, 50 questionnaires considered inappropriate and with inconsistent response patterns were discarded, leaving 350 questionnaires for the statistical analysis.

Findings

This research adopts the consumer-centric as well as societal perspectives to conceptualize value co-creation behavior, and tests the moderating roles of psychometric measures of self-monitoring and corporate trust. Next, the research confirms whether social identity and perceived corporate authenticity mediate the relationship between social capital and value co-creation.

Originality/value

The study results shed new insights into the societal, psychological and normative aspects of value co-creation.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Content available
Article
Publication date: 6 June 2016

Brett E. Trusko

Abstract

Details

International Journal of Innovation Science, vol. 8 no. 2
Type: Research Article
ISSN: 1757-2223

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Article
Publication date: 25 November 2019

Jiani Jiang, Bruce A. Huhmann and Michael R. Hyman

The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.

Abstract

Purpose

The purpose of this paper is to investigate masculinity in Chinese social media marketing for global luxury fashion brands through two studies.

Design/methodology/approach

Study 1 compares physical characteristics of males in visually oriented US (Instagram) and Chinese (Weibo) social media posts promoting global luxury fashion magazine brands (e.g. Vogue, Cosmopolitan, GQ and Esquire). Study 2 examines the prevalence of and Chinese consumers’ responses (reposts, comments and likes) to different masculinities depicted in luxury fashion brand-sponsored Weibo posts.

Findings

Male portrayals for Chinese audiences feature more characteristics associated with emerging East Asian hybrid masculinities – “Little Fresh Meat” (LFM) and “Old Grilled Meat” (OGM) – than associated with global or regional hegemonic masculinity (i.e. the scholarly Wén and action-oriented Wu). Wén remains common in social media posts for luxury fashion goods, but LFM and OGM engender more consumer responses.

Practical implications

Chinese luxury fashion marketing depicts masculinity more similarly to other East Asian marketing than to Western marketing. Some luxury fashion brands are struggling for acceptance among Chinese youth. Luxury fashion marketers should incorporate hybrid rather than hegemonic masculinities to prompt more favorable responses among Chinese consumers, especially younger female target markets.

Originality/value

Growing female occupational and consumer power and shifting male employment from blue-collar to white-collar jobs have influenced media portrayals of masculinity. Social media marketing for luxury fashion brands demonstrates the prevalence and appeal of hybrid masculinities in China.

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