Consumer Behavior based on Brand Sensitivity and CSR Activity Type

Objectives: This study contributes to the academic study and theoretical framework by verifying the results from various CSR studies. Additionally, this study provides useful data for corporate PR professionals to identify which CSR activity is the most effective communication strategy. Methods/Statistical Analysis: To test the hypotheses, this study applied a 2 x 3 between subjects factorial design between brand sensitivity: High/low and CSR types: Charitable activity, voluntary activity, cause-related marketing. Advertisement articles for three scenarios were created and an operation check was conducted. Findings: The results show that there are identical responses for all dependent variables for the reliability of a news release, attitude towards a firm, product attitude and purchase intention. In other words, regardless of the dependent variable, when the level of brand sensitivity is high, the results show a favorable response to charitable activity and cause-related marketing. However, when the level of brand sensitivity is low, the results show a positive response to voluntary activity, charitable activity and cause-related marketing. Improvements/Applications: Furthermore, firms cannot be evaluated by consumers through the CSR activity alone. Hence, a specific type of CSR activity could be effective, but could cause a serious problem if consumers evaluate it as a careless event. In particular, firms must strategically approach CSR activities by analyzing consumer prejudices, preliminary emotions and their emotional state towards the brand in great detail.