- 1. : 24 6(2013) The Korean Journal of Advertising, Vol.24, No.6
(2013). pp.167190 CSR : ( , ) (, ) * , ()BNRI CSR(corporate social
responsibility) . ( , ) ( , ) , CSR . CSR CSR CSR . CSR . CSR .1. ,
65%, 54% 50%, 33% . , , (DMC, 2010). 2010 (Fortune) 100 79% , :
CSR, CSR , CSR , CSR , * 2012 (201210008.01).
2. 168 ( . , 2011). CSR (Hallahan, 1999; Petty & Cacioppo,
1981), . 2010 2010 2 8,735 , 2013 . LG CSR (corpor- ate social
responsibility: CSR) (, 2013. 2. 12.). , CSR CSR 2000 ( (, 201,
2010). CSR2. 8. 17), CSR , 2010 CSR 81% , 48% (, 2013. 5. 16; , 24%
, 15%, 2011). CSR CSR . 2011 100 , CSR 55% 23(5 1%) CSR ,(, 2011).
CSR100 50% CSR 31(68%) CSR CSR (, 2011). (Ihen et al.,100 2011).
CSR CSR , 100 CSR , 25% (, 2011; Ihen, Barlett, & May, CSR
2011). CSR . CSR 2013 (2013 Edel- man Trust Barometer) . 3. CSR 169
CSR & Reber, 2008) (Du, Bhattacharya, & Sen, 2010) , PR 25%
. , . CSR CSR CSR 2. (Du, Bhattacharya, & Sen, 2010), PR1) CSR
CSR , PR(public relations) CSR . (Grunig & Hunt, 1984), CSR PR
CSR ( , 2013; Kim & Reber, 2008). PR(David, Kline, & Dai,
2005). CSR PR (Capriotti, 2011) CSR(significant management role),
(tactical tool)(philanthropic role), (value-driven ,
(strategicrole), (communication role), part) . (no role) , PR ( 10%
PR , 2013; Kim & Reber, 2008) CSR CSR , CSR (Kim & Reber,
2008). (2013) . CSR PR CSR , PR , , , . , (Du et al., 2010) CSR .
(Kim CSR 4. 170(awareness) CSR . (, 1998). CSR CSR . .CSR
(descriptive) . , (2008) 2) CSR CSR 52 , CSR , , CSR . CSR CSR , (,
2009). , CSR . CSR 1 , , 2 , 60% . CSR . (2009) 2000 2008 1 , 2 ,
10 25 63% . CSR . , 2000 CSR 265 2008 2,101 , 2000 . (2010) ,CSR
,2008 20% CSR. CSR TV, .. (uncontrolled) 3 (third partyCSR
endorsement) . (2011) CSR , (,TV , , 2008), CSR 5. CSR 171 TV CSR ,
, , , CSR CSR . . CSR CSR . CSR CSR (, , 2008; , , (2008), 2006,
Esrock & Leichty, 1998). CSR (2006) 100 CSR , . CSR CSR CSR ,
30% CSR . , . , 100 CEO , . . (2008) CSR . , , (2008) 100 CSR , CSR
CSR , , . , 2 2 , CSR . 6. 172. CSR . CSR CSR . . , , 3) CSR CSR (
CSR , , 2012). (2011) 100 CSR . (2008) PR CSR interactive PR . ,
CSR , PR , CSR in- teractive PR .. 79% , CSR CSR , 14% , Bus
Concert, Ollh KT , SK Telecom , CSR(Basil, Runte, Easwaramoorthy
& Barr, 2009). CJ . CSR CSR , CSR CSR (, 2010). . (2010) (2011)
CSR CSR , , , , , CSR . CSR (, 2011). 7. CSR 173CSR . . (2008b) CSR
CSR CSR CSR . , , (2011) , CSR, . (/ ), , . CSR . , . (2011) (/)
CSR (//) . , , (2011) CSR ,, CSR CSR , . CSR . , CSR . . , , (2011)
CSR , 3. (CRM) (/)CSR , , (CRM) 8. 174 (Du et al., 2010). 2010 CSR
3 81% CSR , 24% , 15% HTML CSR . CSR. , 1: CSR , . . 2: CSR , . CSR
., CSR , , CSR (Utz et al., 2012) . CSR CSR . ( , , 2008a; (2010)
CSR , 2011) . CSR (Basil et al., 2009) . (2011) CSR CSR (, 2008). ,
(2008a) CSR , CSR CSR (, 2011). CSR (social CSR connectedness) .
CSR (, 2011; 9. CSR 175, 2011), 4. 1) ( , , 2008a). 2 (CSR : CSR
vs. ) 2 (CSR : vs. ) (between-subjects factorial design) . . (86%)
20~30 (, 2011), 3: CSR , 20 30 . . CSR2) . CSR ( , 2008; , 2011)
CSR CSR . . 2013 1 1: CSR 5,360 CSR ? . 2: CSR 'OO' ? CSR . CSR 10.
176 1 12 .. CSR OO 3) , (1) OO 2 (CSR : vs. ) 2 (CSR : vs. ) . .
CSR (Utz et al., 2012) CSR , , ([email protected]) , 140 . , , , . .
( , , 2012; , 2012) (2) , CSR , ,. , . (Utz, Schultz, & Glocka,
2012) . . CSR : (2010) CSR , , 11. CSR 177 , , , 4 7 3 7 . .4) :
(Hovland et al., 1953) , , , , 2013 1 5 7 20 30 .40 . ( vs. (social
connectedness): ) (2008a) (Lee, 2001) , , (Summers,Gorin, Beretvas,
&Svincki, 2005) 6 , . , , , , 10 7 .. 2013 1 2 CSR : CSR 20 30
. , CSR (Mackenzi, Luts & Belch, 1986) , , , 4 ,7 . . :
(Broekhuizen, 2006) , 12. 178< 1> n=42n=42 n=40n=41 20~30
6(3.6%), / 2(1.2%), . 1(0.6%), 10(6.1%) . 20~30 58.8% 97 / 37.6% 62
. 216 20~30 / . , 4 47% 77 40 . 100 200 300 216 26(15.9%), 300 400
14 21(10.5%) 80%(8.5%), 400 500 5(3.0%), 500 2(1.2%) . 14(7.0%) 165
. ( ) 2 4 52 , 3 4 40~42 . 3 . CSR 97%(160) 5. CSR CSR 1) . CSR 7
165 56.4% 93, 43.6%4.71(M=4.71, SD=1.05) 72 20 106 65% 30 .57 35% .
79 (47.9%), 54(32.7%), 13(7.9%), 13. CSR 1792) 3) 2 CSR ( 1, 2, 3
vs. ) CSR CSR (covariance) ( vs. ) (ANCOVA) . . 90 84 1: CSR(93.3%)
, . . 92 2: CSR81(88.0%) , . .. CSR 84 82(97.6%) 1 (ANCOVA) , 85
83(97.6%) CSR . (F(2,CSR 161)=18.703, p
