호텔 기업의 사회적 책임활동에 따른 기업 이미지가 브랜드 동일시 및 행동의도에 미치는 영향 연구: 서울지역 특급 호텔 이용객을 중심으로

Corporates today are implementing various management strategies in order to create customer value and to gain competitive advantage. As a strategy to gain advantage, corporate social responsibility (CSR) has been a core strategy for various corporations. The results of the analysis are: economic responsibility, legal responsibility, charitable responsibility have shown to cause a significant influence on the corporate image. But ethical responsibility has shown not to cause a significant influence on the corporate image. Though corporate image have shown to cause a significant positive (+) effect on personal identity and social identity. personal identity and social identity of brand identity have shown to cause a significant positive (+) effect on the behavior intention. Therefore, nowadays the survival of a business is based on the CSR activities. In the realization of the importance of these activities, hotel companies should focus on the CSR activities in order to achieve the customers’ positive cognitions or/and behaviors toward a hotel brand.