사회적 책임활동, 브랜드이미지, 구매의도간의 관계 연구 - 서울시내 특급호텔 이용객을 중심으로-

In this study, the hotel industry is carrying out social responsibility activities that appear according to the relationship between brand image and purchase intent and the relationship, and brand image on purchase intention for the analysis of any impact of the corporate social responsibility activities in our country hotel and effective way for the company's ultimate goal for the maximum practical opportunity to raise profits to be used as the basic data is expected. This study was performed for 20~50 years old adults who lived in Seoul and who knew information on Hotel Corporate which accomplished activity of social responsibility and from March 1 to March 31, 2014, I research that Activity of social responsibility(CSR) affected image of brand and intention of purchase. To achieve the study objective, 298 valid questionnaires were statistically analyzed, using frequency analysis, reliability analysis, exploratory factor analysis, reliability analysis. The results show that First, hypothesis which means that activity of social responsibility affects image of brand positively was selected partially. Second, hypothesis which means that image of brand affects intention of purchase positively. Third, hypothesis which means that effect of activity of social responsibility affects intention of purchase positively was selected. A couple of marketing implications were suggested on the basis of the findings of this paper.