기업의 사회적책임(CSR)과 소비자-브랜드이미지 일치성, 브랜드태도와 브랜드충성도의 구조적 관계: 스포츠용품 기업의 정보유형 비교

The purpose of this study was to investigate the relationship between corporate social responsibility, consentaneity of comsumer and brand image, attitude toward brand and brand loyalty. The subjects are 400 college students. The statistical methods applied for this study by using SPSS 15.0 were frequency, correlation, and principal component analysis. Also, the statistical methods such as confirmatory factor analysis and structural equation modeling by using AMOS 7.0 were utilized. The results of this study are as follows; First, economic responsibility and consumer protection in positive information type and economic responsibility and social contribution in negative information type had a significant effect on consentaneity of comsumer and brand image. Second, consentaneity of comsumer and brand image in all of types had a significant effect on attitude toward brand. Third, emotional attitude and behavioral attitude in positive information type and behavioral attitude in negative information type had a significant effect on brand loyalty. Fourth, it had been shown that social responsibility, consentaneity of comsumer and brand image, attitude toward brand and brand loyalty in positive information type higher than those of in negative information type.