인도진출 한국기업의 CSR활동이 한국제품 평가 및 행위적 반응 분석

The Effects of Corporate Social Responsibility Activity on Consumer’s Product Evaluation and Behavioral Responses - On the Basis of Korean Firms in India

This study analyzes how social responsibility activities of two Korean Firms in the India market affected company-consumer identification, evaluation of Korean products and consumer behavioral responses by Indian consumer. It includes two findings. First, Indian consumers showed a favorable response to the efforts of two Korean companies to take their social responsibility and such corporate social responsibility tum out to be positively influential on company-consumer identification. Second, the company-consumer identification as to two Korean companies displayed by Indian consumers induces positive influences on Korean products, which induces positive influences on Indian consumers’ behavioral responses. These outcomes show that two Korean corporations entering India market should make more efforts to build a long-term business strategy and continue to provide their social services for the Indian society.