프랜차이즈 커피전문점의 사회적 책임이 브랜드이미지와 행동의도에 미치는 영향- 커뮤니케이션 경로의 조절효과를 중심으로 -

This study investigates the effect of corporate social responsibility (CSR) on brand image and customer behavior intention in coffee chains. Results indicate that two sub-factors of CSR, legal and economical factors, have positive influence on brand image, which leads to behavior intention. Also, the analysis of moderating effect of media between CSR and brand image shows that LCD typed POP display in store has negative influence on the legal factor. On the other hand, the internet, TV and the promotional media have negative influence on the legal factor while they have positive effects on the environmental factor. Notably, SNS was found not to have the moderation effect between two variables. It is suggested that coffee franchisors need to utilize the internet, TV and promotional media to enhance brand image through environmentally responsible activities.