| This study analyzes how corporate ability association and corporate social responsibility associations of three Korean Firms in the China market affected corporate credibility, company-consumer identification and consumer loyalty by Chinese consumer. It includes two findings. First, Chinese consumers showed a favorable response to the efforts of three Korean companies of corporate ability association and corporate social responsibility associations and such corporate association turn out to be positively influential on corporate credibility. Second, the corporate credibility and company-consumer identification as to three Korean companies displayed by Chinese consumers induces positive influences on consumer loyalty, but corporate credibility has`t significantly effect on company-consumer identification. These outcomes show that three Korean corporations entering China market should make more efforts to build concrete corporate association types in the long-term business strategy not a short-term view and suggest the necessity of systematic corporate identity. |
분야
Korean Firms in China, Corporate Ability Association, Corporate Social Responsibility Associations, Corporate Credibility, Corporate-Consumer Identification, Consumer Loyalty 
