스포츠 용품 기업의 사회적 책임 활동이 기업이미지와 브랜드태도 및 소비자의 구매 후 행동에 미치는 영향

The purpose of this study is based on investigating into how sports equipment company’s socially responsible activities have an effect on its corporate image, customer’s attitude toward brand and their purchasing behavior. The study was made to a sample of 300 university students who had experienced Nike products by random sampling. Total 284 cases were used for the final valid samples, excluding 16 cases of samples which had no purchase experiences or gave unfaithful answers. Frequency analysis and credibility analysis have been made with SPSSWIN Ver. 18.0 and confirmatory factor analysis and correlation analysis with AMOS 18.0 Results have been attained as follows by verifying individual hypothesis though structural equation modeling analysis. First, financial responsibility and customer protection activity out of corporate social responsibilities have been proven to give a statistically careful effect on corporate image. Second, corporate image has a careful effect on brand image. Third, regarding the relation between attitude toward brand and purchasing behavior, attitude toward brand have a careful effect on the intention of both repeat purchase and word to mouth.