기업능력연상과 사회적 책임연상이 기업태도에 미치는 영향관계에서 두 독립변인 간의 상호조절효과 - 은행을 중심으로

This study investigates mutual moderating effects of CA (Corporate Ability) and CSR (Corporate Social Responsibility) associations on consumer response. Instead of considering a moderating variable, three types of mutual moderating effects between the two independent variables (i.e. CA and CSR associations) are considered. That is, a moderating effect of CSR association on the main effect of CA association, a moderating effect of CA association on the main effect of CSR association, and a main effect of the interaction term of CA and CSR associations (CA association x CSR association) are investigated. As a dependent variable, we select corporate attitude which has been a typical dependent variable of corporate association. A survey is conducted from bank customers. The result shows that the main effect of CA association is significant only when CSR association is high. Also, the main effect of CSR association is significant only when CA association is high. The main effect of the interaction term of CA and CSR associations (CA association x CSR association) is positive. Theoretical implications of the result are suggested based on institution theory, congruity theory, attitude change, andnegativity theory. Practical implications about marketing communication and resource investment on CA and CSR are also suggested.