기업의 사회적 책임활동(Corporate Social Responsibility; CSR)이 기업의 브랜드 자산에 미치는 영향에 관한 연구 －항공산업의 사례를 중심으로－
A Study of Corporate Social Responsibility Activities’ Influence for the Consumers’ Brand Evaluation
이은영(한국기술교육대학교)
9권 2호, 111~125쪽
초록
Corporate Social Responsibility(CSR) is becoming one of fast-growing areas in management. Many companies participate in CSR programs like donation, volunteering, issue-fighting campaigns. The study identified the consumer’s psychographic factors influencing to CSR attitude as social network, brand familiarity, CSR involvement, personal experience of social resposibility(SR) activity. Empirical study showed the result that social network, brand familiarity, CSR involvement affects consumer’s attitude for CSR and brand asset through CSR attitude. This results suggests the implication that CSR is the more important for brand loyalty and asset and should consider consumer’s psychographic factors when marketers design CSR programs.
Abstract
Corporate Social Responsibility(CSR) is becoming one of fast-growing areas in management. Many companies participate in CSR programs like donation, volunteering, issue-fighting campaigns. The study identified the consumer’s psychographic factors influencing to CSR attitude as social network, brand familiarity, CSR involvement, personal experience of social resposibility(SR) activity. Empirical study showed the result that social network, brand familiarity, CSR involvement affects consumer’s attitude for CSR and brand asset through CSR attitude. This results suggests the implication that CSR is the more important for brand loyalty and asset and should consider consumer’s psychographic factors when marketers design CSR programs.
- 발행기관:
- 한국항공경영학회
- 분류:
- 경영학