서핑용품 기업의 사회적책임(CSR)활동과 기업-CSR활동 적합성이 기업이미지, 브랜드태도, 브랜드애착, 구매의도에 미치는 영향

The purpose of this study was to investigate the effects of surfing manufactures’ Corporate Social Responsibility(CSR) and CSR fit on corporate image, brand attitude, brand attachment, and purchasing intention. A questionnaire method was used to collect data. The questionnaires were distributed among surfers around the surfing areas in the following regions, Busan, Jeju, Kangwon, Kyoungbuk. The surfers participated in the survey were limited to those who are attending a high school and above. Of 323 collected questionnaires, 32 questionnaires were found unusable and dropped due to incomplete and/or inappropriate information. As a result, 291 questionnaires were used for data analysis processing. For the empirical study, frequency analysis, reliability analysis, and correlation analysis were done by SPSS 17.0, in addition, confirmatory factor analysis and structural equation modeling were done by AMOS 18.0. The results were as followings; First, surfing manufactures’ CSR had significantly positive effects on corporate image and brand attitude. Second, CSR fit was found to have no significant effects on corporate image and brand attitude. Third, corporate image had a significantly positive effect on brand attitude while it shows a significantly negative effect on purchasing intention. In addition, corporate image had no significant effect on brand attachment. Fourth, brand attitude was found to have significantly positive effects on brand attachment and purchasing intention. Last, brand attachment was found to have a significantly positive effect on purchasing intention.