다국적 기업의 위기 후 사회적 책임활동에 대한 소비자의 진정성 인식에 관한 연구

Abstract

This study examined a consumer's perception toward authenticity of CSR activity after multi-national company's crisis by using Toyota case. The research considered corporate image and crisis responsibility as main factors influencing consumer's perception toward authenticity of CSR. The findings showed that crisis responsibility and corporate image significantly affected participants' perception toward authenticity of CSR activity. In addition, a corporate image worked as moderate variable between crisis responsibility and their perception toward authenticity of CSR activity.