지역사회에서 사회공헌활동이 기업 브랜드 이미지에 미치는 영향

The purpose of this study was to examine which influence the social responsibility activities in community has upon corporate brand image. Questionnaire was analyzed targeting local residents in Suwon where Samsung Electronics is located. The analytical contents include factors for local residents' cognition & evaluation on social responsibility activities, preference for Samsung, and behavioral intention of Samsung products. To do this, 300 copies of questionnaire were widely distributed from March 15, 2014 to March 30 for 15 days targeting local residents in Suwon Samsung Electronics. Analysis was made on the basis of totally 268 copies except a case of being judged to be dropped reliability. As a result, the cognition on social responsibility activities in community was confirmed to have positive influence upon evaluation on social responsibility activities. In addition, it was indicated that this positive evaluation on social responsibility activities leads to preference for enterprise and that this preference has positive impact on purchase intention and recommendation intention of products. Meanwhile, in case of purchase intention and recommendation intention according to preference, it was shown to have stronger influence upon recommendation intention than purchase intention. This finding suggests that the social responsibility activities in community has influence even upon corporate brand image and product. These findings will be able to be used as basic data in understanding influential level of the social responsibility activities in community upon corporate brand image.