[Abstract] This paper proposed three variables (corporate market position, consumer support toward CSR issues, and consumers’ usage experience of the brand conducting CSR activities) and examined the impact of these variables on consumer attitude toward CSR activities. As a result, we found that consumers indicated favorable attitude toward the brand if they have usage experience of the brand. When Top-dog brand conducted CSR activities, there was no difference on consumer attitude, but when under-dog brand did, consumers who had the usage experience would show more positive attitude than those who did not. When the corporate conducting CSR activities was identical to the brand that consumers used, there was no difference on consumers attitude, regardless of consumer support toward CSR issues, but when the corporate conducting CSR activities was different from the brand that consumers used, consumers showed more positive attitude toward CSR issue they supported than that they did not.
