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.
Lee, Han Joon and Park, Jong Chul
"경제적 책임과 자선적 책임에 대한 인식이 반기업 정서에 미치는 영향,"
Asia Marketing Journal: Vol. 12
, Article 4.
Available at: https://amj.kma.re.kr/journal/vol12/iss3/4