재중 한국전자기업의 사회적 책임활동이소비자의 브랜드 선호도에 미치는 영향에 관한 연구

Recently the multinational company investment in overseas has been grown dramatically, and the companies have tried to devote more attention and effort on CSR (corporate social responsibility) than before in order to ensure the competitiveness of investing in foreign country. The overseas subsidiaries of multinational company implementing CSR can not only enhance brand awareness and improve corporate image, but also can achieve long term win-win situation in the local market. Xi Jinping, the new Chairman of China has stressed the importance of CSR, hence Korean companies investing in China have responded promptly to strengthen their CSR strategies. The purpose of this study is to explore the effects of CSR on consumer’s brand preference of Korean electronic companies in China. The results from the empirical study show that the Korean electronic companies investing in China have obtained the beneficial effects on brand awareness, brand image, and especially brand preferences from the consumer when they have implemented CSR. The results suggest that Korean electronic companies in China should go beyond to their CSR with corporate image and brand management at the strategic level.