스포츠 제품 기업의 사회적 책임(CSR)이 브랜드 평가와 브랜드 충성도에 미치는 영향

The purpose of this study was to find the effects of social responsibility on brand evaluation and brand loyalty in sport products companies. The subjects were customers who had experience for buying sport products in the last one year. 1,383 samples out of 1,500 samples through convenient sampling method were adopted as a final data. We confirmed the goodness of fit test of the model, utilizing SPSS WIN Ver 15.0 and AMOS 7.0, and after which we tested each hypothesis. The results were as follows; First, economic responsibility of social responsibility had a significant influence on the brand evaluation. Second, social contribution of social responsibility had not a significant influence on the brand evaluation. Third, consumer protection of social responsibility had not a significant influence on the brand evaluation. Fourth, brand evaluation had a significant influence on the brand loyalty. Accordingly, the results of this study provide empirical evidence to substantiate that economic responsibility of social responsibility can raise brand evaluation and brand loyalty in sport products companies.