• Asia Marketing Journal
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• 제19권2호
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• pp.25-43
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• 2017

This paper addresses the central issue of whether it is effective for a firm to discourage the purchase of its own product in order to support a social cause. The objectives of this study were: a) to examine whether a cause-related self-prevention ad would stimulate more positive evaluations compared to promotional ad, particularly when the product category is more negatively socially accepted; and 2) to determine if a negative attitude toward the product could induce a boomerang effect of a selfprevention ad. Results from three experiments revealed that socially responsible prevention campaigns against firm's own product may be more effective for the product category negatively associated with social concerns or welfare. If products are more limited in the social context, communications of product prevention are beneficial to improve the public image of the brand. However, the self-hurting approach may be inappropriate for potential customers who currently possess a strong negative attitude toward the product.

• 한국기록관리학회지
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• 제9권2호
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• pp.41-58
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• 2009

역사적으로 권력과 기록물의 관계는 불가분의 관계이다. 기록물은 권력행위의 기록된 흔적이며 권력의 의지는 기록물의 존재에 상당한 영향을 미친다. 민주주의 사회에서 권력은 자신의 행위를 증거하는 기록물을 통해 국민에게 봉사하며 동시에 자신의 투명성을 증명한다. 하지만 그 반대의 경우 권력은 국민을 탄압하고 불행으로 이끈다. 이처럼 기록물은 민주주의의 핵심인 권력의 균형을 위해서도 매우 중요한 역할을 수행한다. 기록물의 상징성과 역할을 고려할 때, 이들에 대한 합리적이고 올바른 관리는 궁극적으로 국민의 권리보호에 직결된다.

• 유통과학연구
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• 제16권12호
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• pp.57-68
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• 2018

Purpose - The development of technologies lead the volume of sale on online market increase but an off-line shopping center is still a core component in the omni-channel strategy. It is generally thought that high-level retailtainment on brick and mortar store affects purchase intentions positively, but some previous studies dispute that and have reported that retailtainment does not affect purchase intentions. So we have studied the additional factors' effect - the nature of purchase and utility - with retailtainment. Research design, data, and methodology - There are 8 treatment groups which were assigned by the method of retailtainment (high vs. low), nature of purchase (essential vs. non-essential), and utility (acquisition vs. transaction). A total of 240 subjects (office workers = 163, 68%; undergraduates = 77, 32%; average age = 30s; female = 39%) were divided into groups and exposed to one of the eight scenarios. Participant's purchase intention was the dependent, and ANOVA and L-matrix were used to analyze for main and interactive effects between factors. Results - First, the main effect and interactive effect between retailtainment and the nature of purchase are significant. We also found that the contrast between essential and non-essential at low-level retailtainment is higher than that of high-level retailtainment. Second, in the case of retailtainment and utility, transaction utility under high-level retailtainment affects purchase intentions positively. Third, between the nature of the purchase and utility, the main effect of the nature of purchase and the interactive effect is significant, but the main effect of utility is not significant. In the case of non-essential goods, the purchase intention was high when transaction utility was provided but in the case of essential goods, acquisition utility increased purchase intentions. Finally, when transaction utility is given, purchase intentions of essential goods increase under low retailtainment, and the purchase intentions of non-essential goods increase under high retailtainment. Conclusions - When customers buy essential goods, discounts decrease purchase intentions. During the season for bargain sales, purchase intentions increase when retailtainment of essential goods is low, and retailtainment of non-essential goods is high.

• 융합경영연구
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• 제8권2호
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• pp.13-17
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• 2020

Purpose: In modern corporate management, the establishment of a crisis management system that minimizes damage through measures used to respond to corporate crises is no longer an option. The importance of corporate reputation and brand asset management in modern enterprise management cannot be overemphasized and negative events that might arise from a number of different causes can cause brand crises. Research design, data and methodology: More than half of the questionnaire respondents were female (252 or 53%). More than a fourth of the respondents were aged 20 (122 or 26%) and the number of married participants was 196 (41%). Of the participants, 32% (153) had graduated from college. Only 18% (87) were employees and the monthly household income was 121. In this study, we conducted factor analysis in order to extract the variables that may enhance the explanation capability of each variable. For the method of factor extraction, an Eigen value of at least 1 was used as was factor loading. An analysis was performed using the Cronbach's alpha coefficient to verify the reliability of the measurement scale. Results: First, the analysis of the impact of the social responsibility activities on brand image revealed that the social, economic, philanthropic, ethical, and environmental responsibility activities significantly affected brand image, but legal responsibility activities were not statistically significant. Second, the analysis of the impact of brand image on loyalty showed that brand image had a significant impact on loyalty. Third, the analysis of the impact of social responsibility activities on loyalty showed that they had a significant impact on loyalty. Conclusions: The pro-social enterprise image is not only a brand asset that can be shared, but also a heavy proposition followed by a corresponding social responsibility, it will have to practice transparent corporate management based on clear principles through the establishment of various systems and the implementation of a strict code of conduct within the enterprise.