기업인식과 CSR 홍보물에 대한 태도가 브랜드태도에 미치는 영향에 대한 실증적 연구

Recently, in public relations design field of corporate image making, strategy of public relations contents concept with CSR as the main idea and use of creativity become the big issues. In Korea where more than 90 percent are small-to-middle companies, the less-than-big companies have only small budget to participate in public relations activities. As a result, it is a rather difficult challenge to expect their noticeable effects in usual contents and public relations. The purpose of this experiment is to find out if CSR activities and CSR contents can be useful means of public relations - making of not only major companies, but also small-to-medium enterprises which their brands are not well known. The experiment measured attitudinal factors of college and graduate-school students' feedback for commercials and public relations of a MP3 product, then set out an experimental method of research on their attitudes about the company, it's public relations, and the brand. The result is following. CSR-based public relations contents used by small-to-medium companies, which has relatively lesser expectancy of social responsibility, brought out larger results than big firms in brand-support by customers. The experiment proves that CSR-based public relations, media contents, or publicity may bring positive effects on images of small-to-medium companies and their brand identities if well arranged. It is self-evident that the result has great meaning in content and creativity strategies of corporate advertisement in the future.