기업메세나활동 유형이 기업 평판에 미치는 영향: 기업의 사회적 책임 및 동일시의 매개효과를 중심으로

There was a large increase of Mécénat(supporting culture&arts) activities recently, and it has been growing rapidly so far. Instead of traditional advertising focusing on product benefits, marketer and scholars are drawing attention to CSR(corporate social responsibility) activities as promotional tools for enhancing corporate reputation. This purpose of this study was to find the link between Mécénat and corporate reputation and verify the mediation effect of Corporate Social Responsibility(CSR) and corporate identification. This study established four research hypothesis that looked into the relationship between Mécénat and reputation and mediation effect of the CSR and corporate identification. Then 343 surveys were conducted and analyzed from university students in the Seoul and Daejeon. As a result, It was conformed that The typology of Mécénat affected the corporate reputation. Especially, internal project had a very significant effect on the reputation. And the mediation effect of CSR and identification between Mécénat and reputation was verified. Consequently, this Results showed that the corporations internally direct and continue the Mécénat activities was identified as the most effective approach for enhancing corporate reputation.