Search results

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.

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.

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.

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

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.

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.

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

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.

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.

This cross-culture study aims to investigate how two cultural values, collectivism (COL) and long-term orientation (LTO), integrate with each other to trigger green consumption.

Using data from three consumer surveys in Vietnam, South Korea and Poland, this study employs polynomial regression with response surface analysis as a methodological approach to assess the complementary, balanced and imbalanced effects of cultural dimensions (COL and LTO) on consumers' green purchase intention (GPI) and behaviors.

First, this study found that, in Vietnam, both COL and LTO had a significant positive effect on GPI. However, only COL demonstrated a significant effect on GPI in South Korea and Poland. Second, this study also revealed that, in all three countries, when COL and LTO were in agreement, the degree of GPI was higher when COL and LTO were higher. The findings also showed that an increase in the imbalance between COL and LTO integration in the Vietnam sample led to a decrease in consumers' GPI. However, this relationship was insignificant in the South Korea and Poland samples.

This study enriches the understanding of green purchase behavior (GPB) and its underlying cultural factors within a cross-cultural framework. In particular, it enhances the knowledge of the debated relationship between different facets of cultural values (specifically, COL and LTO) and pro-environmental behavior, shedding light on this complex relationship in the context of the three different countries.

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.

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

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

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

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.

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.

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.

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

Korea and China have promoted a bilateral FTA since 2005 to upgrade their economic relationships. If the Korea-China FTA is concluded, then trade between the two countries is likely to involve substantial changes both quantitatively and qualitatively. Offer lists submitted by Korea include steel, petrochemicals and machinery and those by China include some agricultural and marine products as well as nonferrous metals. Korea's interest in the Korea-China FTA has focused mainly on damage to the agricultural sector and there have been a lot of studies on the effects of the FTA on Korean agricultural sector. However, little is known about why China includes the nonferrous metals industry for early voluntary liberalization and its implications for the domestic economy. Nonferrous metals industry is one of China’s national strategic sectors and has a large supply excess in the country. This study targets the survey of Chinese nonferrous metals industry and trade structure and considers the problem of nonferrous metals in the context of negotiations for the Korea-China FTA and its implications for a higher-quality Korea-China FTA.

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

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.

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.

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.

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.

Given the context of accountability-driven policy environments, research has shown that school leaders perceive bureaucratic rules and protocols in negative ways, but they also utilize organizational structures and routines to lead changes. To better understand both enabling and hindering mechanisms of bureaucracy in schools, this study explores how Korean school principals understand and perceive bureaucratic structures using a lens of ambivalence. The authors draw on Weber's theory of bureaucracy, with a particular focus on the paradoxical aspect of bureaucracy that might be experienced by individuals within the system.

This study analyzed qualitative data collected from 26 in-depth interviews with 10 Korean school principals between 2013 and 2015. The authors used the multiple cycles of coding to explore patterns and themes that emerged from the participants' responses.

The analysis of this study showed that the participants' ambivalent responses toward bureaucracy were particularly salient in three areas where formal organizational structures were changing through policy initiatives: teacher evaluation, electronic approval system and school-based management promoting decentralized decision making. The study participants reflected on how such changes can enable and/or hinder schools to achieve organizational goals and collective values, from the viewpoints of multiple aspects, which led to their ambivalent responses to bureacratic structures in school settings.

This study contributes to the understanding of school organizations by revisiting Weber's theory of bureaucracy in school settings. Using the lens of ambivalence enabled us to reconcile school principals' contradictory perceptions toward bureaucracy, which complicates analyses of tensions and paradoxical responses found in leadership practices within school systems.