기업의 편파행위가 기업신뢰와 브랜드 위험에 미치는 영향: CSR과 관리인의 조절효과

This study analyzed the effects of preference on corporate trust and brand risk during corporate crisis. Especially, we further explored whether CSR association level and the type of legal trustee moderate between preference and corporate trust. To do this, this research created a scenario. Besides the reimbursement types and the CSR association levels were manipulated. To analyze the suggested research we constructed 2 (reimbursement type: fair reimbursement vs. unfair reimbursement)×2 (CSR association level: high group vs. low group) and 2 (reimbursement type: fair reimbursement vs. unfair reimbursement)×2 (legal trustee: existing manager vs. third-party professional manager) experimental design for the eight experimental groups. As a result of the analysis, corporate trust on the reimbursement type during corporate crisis was moderated by the type of legal trustee and the CSR association level and was statistically significant. In case of the fair reimbursement corporate trust that existing manager affects was shown more positively than third-party professional manager, while in case of the unfair reimbursement corporate trust on third-party professional manager was shown more positively than existing manager. Under the high CSR association group corporate trust was more positive than under the low CSR association group, while in the low CSR association group brand risk was greater than in the high CSR association group. Regardless of the CSR association level third-party professional manager influences corporate trust more positively than existing manager. This study suggests that corporate trust and brand risk were moderated by the level of CSR association and the type of trustee differently. Therefore this study has important implications in that the type of legal trustee is an important variable in corporate rehabilitation.