기업의 사회적 책임활동의 커뮤니케이션 도구로서 기업 메세나 활동의 역할: 금호아시아나문화재단의 사례

This study is to attempt to figure out the role of mecenat activities as a communication tool for CSR. In recent years many Korean companies have been supporting culture and art field as meconat activities for corporate CSR. It is a fact that CSR activities can bring about positive or negative consumers’ responses. Either positive or negative responses can depend on the continuity and authenticity of CSR activities from companies. In other words, consumers can perceive those companies which have been truly honesty to be a trustworthy company. Jun (2012)’s research showed that the authenticity and attitude for a company have more effects on the image of Warmth than the image of Competence in his WC model. In line with this perspective, Kumho Asiana Group has more than average points in competence image field when it’s has been doing mecenat activities. And also, Kumho Asiana Group has the highest ratings in the field of warmth image within Jun (2012)’s WC research model that was composed of both the warmth and competence image. In consequences, Kumho Asiana Group has a long history of continuous mecenat activities and these strategic and visionary management activities have been rated very highly from consumers and experts in cultures and arts field. The author think that the case of this company can be the role model for those companies which want to make mecenat activities as a communication tool for corporate CSR in Korean domestic market.