공익제시 유형이 공익연계 마케팅의 평가에 미치는 영향

Contemporary consumers tend to have negative opinion more and more about the company that would only focus on their own profit but neglect social issues like poverty or pollution. In this respect, Corporate Social Responsibility(CSR) has very important meaning. On the one hand, CSR has merits of image improving and profit gaining, on the other hand, CSR has also many shortcomings. First, CSR cost may become a heavy financial burden. Specifically, comtemporary CSR tends to be implemented by the company’s unilateral backup, and then this may impose a heavy burden on the company Second, effects of CSR bear not a short-term but a long-term character. Because of these shortcomings, the unilateral CSR has gone into alteration of their type since 1980’s. Instead of unilaterality, a new type of CSR began to be oriented for mutual profits among company, consumer, and society. That is, Cause-Related Marketing(CRM) has become to be spotlighted as a new type of CSR. CRM is the advanced type of CSR. It distinguishes CRM from CSR that partnership between company and consumer based on cause, and that mutual profit pursuing through this partnership. So, many contemporary companies prefer CRM activities that not only give them to attain positive corporate image and their sales but also to reduce financial cost. However, academic researches about CRM are still lack. Although it is very important for company’s strategic decision making how to implement CRM concretely, these issues are not answered in the prior research domain. Specifically, this tendency is salient to framing effect of cause on CRM. Cause frame is very various in practice domain. For example, Samsung Electronic Company’s “Small Sharing Big Love Campaign” -whenever consumers purchase the Samsung’s product, automatically they contribute 1% point of the product’s price for the social welfare facility they appoint. And the movie "Fahrenheit 911" that has awarded the Golden Palm Prize in 57th Canners Film Festival in 2004, contributed 60% of their all profit for the charitable organizations. Also, the concert “Voices For Children” promised to contribute their some profit for children who have a heart disease. By the way, which cause frame is best effective? Present research suggested that the effects of cause frame on consumers’ evaluation to CRM. This research consists of two Experiments. The results are followed. First, consumers evaluated positive imaged company more positively in condition of the abstract format rather than of the estimable or the calculable format. However, they evaluated the negaive imaged company more negatively in condition of the abstract format rather than of the estimable or the calculable format. Second, if the amount of donation that the positive imaged company contributed was perceived as a considerable sum of money by consumers, the cause frame(e.g., abstract, estimable, or calculable format) had not a different effect on consumers’ evaluation to CRM. That is, the considerable donation of the positive imaged company resulted on positive evaluation to CRM regardless of the cause frame. For this result, this research conjectures the possibility of the ceiling effect in domain of positive evaluation to CRM. However, if the amount of donation that the negative imaged company contributed was perceived as a considerable sum of money by consumers, consumers evaluated the CRM more negatively in condition of the abstract format rather than the estimable or the calculable format. For this result, this research conjectures the possibility that the negative imaged company’s considerable donation through unambiguous type(e.g., estimable or calculable format) may mitigate the company’s negative image. Third, if the amount of donation that the positive imaged company contributed was perceived as a slight money by consumer, consumers evaluated the CRM more positively in condition of the abstract format rather than the estimable or the calculable format. However, under the same condition except of the negative imaged company, consumers evaluated the CRM more negatively in condition of the abstract format rather than the estimable or the calculable format. This result is in the opposite direction of our hypothesis that if the amount of donation that the negative imaged company contributed was perceived as a slight money by consumers, consumers evaluated the CRM more positively in condition of the abstract format rather than the estimable or the calculable format. For this counterargumental result, this research conjectures that the negative imaged company’s slight donation may be considered as more negatively, and if so, this company’s ambiguous cause frame may stimulate consumers’ doubt about the possibility of insincere CRM.