한국 공익연계마케팅 연구에 대한 내용분석:2000년부터 2012년까지 게재된 논문의 내용분석을 중심으로 (Trends in Cause-Related Marketing(CRM) Research: Content Analysis of Korean Journals from 2000 to 2012)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 20권 / 4호 / 155 ~ 174페이지
· 저자명 : 엄지윤, 구장옥

초록

본 연구는 우리나라의 공익연계마케팅 연구에 대한 학문적 경향을 파악하고 향후 연구 활성화와 아이디어를 제시하고자 공익연계마케팅과 관련된 연구논문이 우리나라에서 최초로 발행된 2000년부터 2012년 까지 유명학술지에 게재된 논문 23편을 선정한 후, 그 내용을 체계적으로 연구 분석하였다. 내용을 분석한 결과 2011년부터 학술지에 게재된 연구논문은 양적으로 증가하였고, 짧은 역사에도 불구하고 다양한 학회지에 게재 되어 많은 학자들과 전문가들에게 공익연계마케팅에 대한 지식과 정보도 제공이 되고 있음을 알 수 있었다. 그러나 학술지에 게재된 공익연계마케팅 연구논문들은 아직도 기업의 사회적 책임에 관한 논문과는 비교할 수 없을 정도로 연구의 축적성, 다양성, 한 학자가 꾸준히 연구하는 지속가능성 등이 적어서 양적․질적으로도 많은 요소가 부족하였다. 특히 논문내용도 ‘공익연계마케팅 활동효과’에 대한 연구가 많았으며, 연구 저자도 ‘경영학전공자’가 대부분을 차지하고 있었다. 또한 연구방법론도 ‘실험에 의한 연구방법론’이 절대적으로 비중이 높았다. 표본도 대학생의 비중이 너무 높아서 일반 성인이나 업계종사자를 대상으로 연구를 실시했으면 하는 미련도 남는다. 본 연구는 우리나라 학술지에 게재 된지 13년의 짧은 역사를 가진 공익연계마케팅의 논문들을 우리나라 최초로 체계적으로 분석을 실시함으로써 그 동안의 흐름과 연구동향을 파악하고, 미래에 공익연계 마케팅의 발전과 나아갈 방향에 대한 아이디어를 제시하는데 본 연구의 의의가 있다고 하겠다.

영어초록

The consumer’s expectation of the corporate-social responsibility has been continuously getting higher as the consumer has been matured. So, the company which does make a success needs to reach goals not only to maximize profits but also to make justices of the social and cultural boundaries. Many companies obtain benefits such as increasing sales profits and fulfilling social responsibility activities from the cause-related marketing as a strategic marketing activity. With this social stream, many studies of the cause-related marketing are underway.
This study selected and systematically analyzed 23 studies which were published on the well-known journals from the 2000s, when the cause-related marketing studies were published first time to the 2012, in order to figure out academic trends about the cause-related marketing studies, to contribute to invigorate future studies and to suggest ideas on them. As the result, since the 2011, number of published articles have been creased in spite of its short history. And there are various journals which offer information and knowledge about the cause-related marketing to many scholars and specialists. However, these studies, compared to those about the corporate-social responsibilities, lack in accumulation and diversity of studies, and there is no one scholar who dedicates on continual studies about the theme. Therefore, the studies about this area lack in many elements in both qualitatively and quantitatively. Usually, the studies concentrated on ‘the effects of cause-related marketing’ are popular, and the authors’ majors are the business administration field. And the research methods strongly focus on ‘the research method through experiment’. In marketing research paper on cause-related marketing, more than 82% of the papers have concentrated the effects of cause-related marketing activities, intensively. Thus, a variety of thesis topics of cause-related marketing should provide useful ideas to improve the quality. Although marketing should seek the company’s pursuit of profit as the ultimate goal through consumers, from the perspective of internal marketing, we should observe changes in the attitudes of stake-holders, and that it is necessary to understand the effects and implications. For samples, the concentration on college and university students is too high and there are some regrets about missing studies focusing on general adults or people who work in the field.
According to a variety of cause-related marketing activities in practice, future research should investigate what cause-related marketing activities consumers want, and pay attention to the company’s suitability factors such as authenticity. In addition, many researchers in the study of cause-related markeing are paying attention to the company(brand)-cause fit. But in practice does not seem to care of fit. In future, researchers have to focus on what is comtemporary consumer`s needs to keep pace with cause-related marketing activites in business, and need to process the study for beyond the fit factor like the company’s sincerity. The study has significances to figure out trends of cause-related marketing studies with 13 years short history in Korea, to contribute future development of cause-related marketing and to suggest its direction by analyzing systematically previous studies published in Korean journals first time.

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