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다국적 기업 인지도 변화

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Anna Jo
Anna Jo

다국적 기업의 인지도 변화에 대한 문서이다. 문서는 기업의 사회적 책임 활동이 기업 이미지에 미치는 영향을 조사하기 위한 실험 설계를 제시한다. 실험은 기업의 좋은 뉴스와 나쁜 뉴스 전후 기업 이미지 변화를 측정할 것이다. 문서는 또한 기업의 사회적

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다국적 기업 인지도 변화 Anna Jo Brain Dynamics Laboratory KAIST
Contents § Managerial Dimensions of Cause- related Marketing: Corporate and marketing objectives § Bad news management effect for CSR Model: Proactive/ Reactive § Flow Chart for experimental paradigm § Proposed Hypotheses
Corporate and Marketing Objectives Case Histories Consumer-Corporate ability bond Increasing the attractiveness of its § Increasing Sales products § Enhancing Corporate Stature § Thwarting negative publicity Bad News Management effect § Customer Pacification § Facilitating market entry § Increasing the level of trade Social/Environmental merchandising activity for brand i) Social: poverty reduction, health/medical related promoted. initiatives ii) Environmental: Recycling and waste consideration, energy efficiency, “green marketing” iii) Ethical: animal rights, self- empowerment 출처: P. Rajan 1988 J. Marketing CM: A Coalignment of Marketing Strategy and Corporate Philanthropy
Corporate and Marketing Objectives Case Histories Consumer-Corporate ability bond Increasing the attractiveness of its § Increasing Sales products § Enhancing Corporate Stature § Thwarting negative publicity Bad News Management effect § Customer Pacification § Facilitating market entry § Increasing the level of trade merchandising activity for brand Proactive/Reactive i) Proactive program: to increase promoted. visibility or enhance corporate image ii) Reactive program: to respond Empirical Evidence to stakeholder concerns, or in response to obvious business Proactive messages have a positive overall mismanagement(e.g. effect on consumer perceptions of corporate environmental mishap, social associations. mishaps) 출처: P. Rajan 1988 J. Marketing CM: A Coalignment of Marketing Strategy and Corporate Philanthropy
Corporate and Marketing Objectives Strategic Philanthropy Classification Schema Proactive General Reactive General § Altruism Model § Profit maximization Model § Profit maximization Model § Political and institutional power § Political and institutional power model model Proactive Directed Reactive Directed § Reactive Recovery Model § Reactive Recovery Model § Political and institutional power model l Tested by Reebok, Nike, Fila, Accent(fictitious brand) 출처: Ricks Jr, J. 2005 J.Consumer marketing An assessment of strategic corporate philanthropy on perception of brand equity variables
Cause Related Marketing A means of demonstrating a corporation’s social commitment Corporate Societal Marketing Corporate Issue Promotions Corporate Social Marketing Corporate Reputation Social issues Marketing Pro-social Marketing Passion branding 6 familiar Corporations Mcdonald’s Levi’s Adidas Toyota PepsiCo Samsung 출처: Ricks Jr, J. 2005 J.Consumer marketing An assessment of strategic corporate philanthropy on perception of brand equity variables
Questions 1. 다른 회사와 비교하여 (맥도날드의 햄버거)는 매우 고품질이다. 2. (맥도날드 햄버거)는 다른 회사의 (햄버거)보다 훨씬 잘 팔린다. 3. 만일 당신이 (햄버거)를 구입한다면, 얼마나 (맥도날드 햄버거)를 구입할 의사가 있는가? 4. (맥도날드)는 사회적 책임을 다하는 회사이다. 5. 나는 일관된 고품질의 (햄버거)하면 (맥도날드)라고 생각한다. 6. (맥도날드)는 훌륭한 기업 시민이다. 7. 당신이 (햄버거)의 구매를 고려 중이라면 (맥도날드 제품)을 구매할 확률을 표시 하시오. 8. (맥도날드)는 사회를 이롭게 하는 기업이다. *O: Original Corporate Image *G: After Good News *B: After Bad News
Mcdonald’s 1 0.8 0.6 0.4 0.2 O->G 0 O->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 G->B -0.2 -0.4 -0.6 -0.8 -1
Adidas 2 1.5 1 0.5 O->G O->B 0 G->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1 -1.5
Levi’s 2 1.5 1 O->G 0.5 O->B G->B 0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1
Toyota 2 1.5 1 0.5 O->G O->B 0 G->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1 -1.5
PepsiCo 2 1.5 1 O->G 0.5 O->B G->B 0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1
Samsung Electronics 0.6 0.4 0.2 O->G 0 O->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 G->B -0.2 -0.4 -0.6

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다국적 기업 인지도 변화

  • 1. 다국적 기업 인지도 변화 Anna Jo Brain Dynamics Laboratory KAIST
  • 2. Contents § Managerial Dimensions of Cause- related Marketing: Corporate and marketing objectives § Bad news management effect for CSR Model: Proactive/ Reactive § Flow Chart for experimental paradigm § Proposed Hypotheses
  • 3. Corporate and Marketing Objectives Case Histories Consumer-Corporate ability bond Increasing the attractiveness of its § Increasing Sales products § Enhancing Corporate Stature § Thwarting negative publicity Bad News Management effect § Customer Pacification § Facilitating market entry § Increasing the level of trade Social/Environmental merchandising activity for brand i) Social: poverty reduction, health/medical related promoted. initiatives ii) Environmental: Recycling and waste consideration, energy efficiency, “green marketing” iii) Ethical: animal rights, self- empowerment 출처: P. Rajan 1988 J. Marketing CM: A Coalignment of Marketing Strategy and Corporate Philanthropy
  • 4. Corporate and Marketing Objectives Case Histories Consumer-Corporate ability bond Increasing the attractiveness of its § Increasing Sales products § Enhancing Corporate Stature § Thwarting negative publicity Bad News Management effect § Customer Pacification § Facilitating market entry § Increasing the level of trade merchandising activity for brand Proactive/Reactive i) Proactive program: to increase promoted. visibility or enhance corporate image ii) Reactive program: to respond Empirical Evidence to stakeholder concerns, or in response to obvious business Proactive messages have a positive overall mismanagement(e.g. effect on consumer perceptions of corporate environmental mishap, social associations. mishaps) 출처: P. Rajan 1988 J. Marketing CM: A Coalignment of Marketing Strategy and Corporate Philanthropy
  • 5. Corporate and Marketing Objectives Strategic Philanthropy Classification Schema Proactive General Reactive General § Altruism Model § Profit maximization Model § Profit maximization Model § Political and institutional power § Political and institutional power model model Proactive Directed Reactive Directed § Reactive Recovery Model § Reactive Recovery Model § Political and institutional power model l Tested by Reebok, Nike, Fila, Accent(fictitious brand) 출처: Ricks Jr, J. 2005 J.Consumer marketing An assessment of strategic corporate philanthropy on perception of brand equity variables
  • 6. Cause Related Marketing A means of demonstrating a corporation’s social commitment Corporate Societal Marketing Corporate Issue Promotions Corporate Social Marketing Corporate Reputation Social issues Marketing Pro-social Marketing Passion branding 6 familiar Corporations Mcdonald’s Levi’s Adidas Toyota PepsiCo Samsung 출처: Ricks Jr, J. 2005 J.Consumer marketing An assessment of strategic corporate philanthropy on perception of brand equity variables
  • 7. Questions 1. 다른 회사와 비교하여 (맥도날드의 햄버거)는 매우 고품질이다. 2. (맥도날드 햄버거)는 다른 회사의 (햄버거)보다 훨씬 잘 팔린다. 3. 만일 당신이 (햄버거)를 구입한다면, 얼마나 (맥도날드 햄버거)를 구입할 의사가 있는가? 4. (맥도날드)는 사회적 책임을 다하는 회사이다. 5. 나는 일관된 고품질의 (햄버거)하면 (맥도날드)라고 생각한다. 6. (맥도날드)는 훌륭한 기업 시민이다. 7. 당신이 (햄버거)의 구매를 고려 중이라면 (맥도날드 제품)을 구매할 확률을 표시 하시오. 8. (맥도날드)는 사회를 이롭게 하는 기업이다. *O: Original Corporate Image *G: After Good News *B: After Bad News
  • 8. Mcdonald’s 1 0.8 0.6 0.4 0.2 O->G 0 O->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 G->B -0.2 -0.4 -0.6 -0.8 -1
  • 9. Adidas 2 1.5 1 0.5 O->G O->B 0 G->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1 -1.5
  • 10. Levi’s 2 1.5 1 O->G 0.5 O->B G->B 0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1
  • 11. Toyota 2 1.5 1 0.5 O->G O->B 0 G->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1 -1.5
  • 12. PepsiCo 2 1.5 1 O->G 0.5 O->B G->B 0 Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 -0.5 -1
  • 13. Samsung Electronics 0.6 0.4 0.2 O->G 0 O->B Q1 Q2 Q3 Q4 Q5 Q6 Q7 Q8 G->B -0.2 -0.4 -0.6