기업의 사회적 책임활동을 통한 이미지 형성이 기업성과에 미치는 영향에 관한 연구

As world economy is being globalized ever more, the citizens' awareness towardcorporations' effort to relieve social problems is rising. Under such circumstance, corporatesocial responsibility activity is greatly emphasized. The corporate social responsibility activityhas become a criterion to evaluate corporate value and corporate ability. This study discusses the influence of corporate social responsibility on the corporate imageand corporate performance by mediating effects such as corporate image. The result of this study is summarized as follows. Among composition variables such aseconomic responsibility, legal responsibility, ethical responsibility, social donation, andenvironmental responsibility which are the five dimensions of CSR, economic responsibility andsocial donation were shown to have a positive impact in relation to all corporate images. Ethical responsibility was shown to have a positive impact in relation to all corporate imagesexcept future image. Environmental responsibility was impact in related to future image andCEO image. CEO image of corporate images is only affected by all dimensions of CSR exceptlegal image, and the corporate images was shown to have a positive impact in relation tocorporate performance. These results of this study have implications that the marketing manager of a corporationmust recognize the importance of corporate social responsibility activity in order to reinforcethe corporate image, which are the key elements to competitive advantage, and in order tominimize the perceived risk of consumers. It is hoped that this study served as a research thatconfirmed the effectiveness of corporate social responsibility activity by recognizing corporatesocial responsibility, and expected that on the account of this research result, corporationsfaithfully practice the corporate social responsibility for successful business activity and thatthe culture value of corporations and consumers change and develop.