Abstract

A Study on the Corporate Attitude Formation According to Corporate Marketing Communication Messages
- Focused on Interaction Effects of Consumer Value

Kim, Jae-hwi(Professor, Dept. of Psychology, Chung-Ang University)

Kim, Soo-jung(M. A. in Psychology, Chung-Ang University)

This study focused on corporate marketing communication message strategy and investigated it¡¯s the influence on consumer attitude toward corporations, specifically focusing on consumer value.

First, the consumers¡¯ value of the corporation was measured. Then, to measure the consumers¡¯ attitude toward the corporation, messages were mixed, representing corporate ability(CA) and corporate social responsibility(CSR). A total of 257 undergraduate students participated in the experiment as subjects.

The results of the experimental analysis found that consumers¡¯ attitude toward a corporation were more favorable when they were exposed to the corporate marketing communication message related to the corporate social responsibility than when they were exposed to the one related to the corporate ability.

An interaction effect was found between corporate marketing communication message and consumer values. The influence of corporate marketing communication messages on consumers¡¯ attitudes toward a corporation may be different depending on consumers individual values.

Concretely, as consumers value ethical management and consumer-centered value higher, positive corporate attitudes were shaped through corporate social responsibility message. As consumer value excellent services and precise information value higher, it was indicated that positive corporate attitudes were formed through corporate ability message.

This study has shown that the influence of the corporate marketing communication message type on consumers¡¯ attitude toward a corporation is dependent on consumer values. The implication and limitations of this research are discussed.

Key words : marketing communication, appeal of corporate social responsibility, consumer value, attitude toward corporation