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Abstract

This research examined (1) the effects of the large scaled corporations` performances in the area of corporate economic responsibilities and corporate philanthropic responsibilities on the anti-corporate sentiments and (2) the effects of the anti-corporate sentiments on the consumers` evaluations of the large scaled corporations. The results of path analysis revealed that the corporate performances in philanthropic responsibilities had a negative effect on the anti-corporate sentiments as expected. However, different from the expectation, the corporate performances in economic responsibilities had a positive influence on the anti-corporate sentiments. This unexpected relationship between economic responsibilities and anti-corporate sentiments might be caused by the Korean consumers` perceptions that the more the large scaled corporations conducted their business activities illegally and unethically, that the more they achieved the various economic responsibilities. The anti-corporate sentiments showed the negative effects on the consumers` evaluations of the large scaled corporations.

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