스포츠기업 <나이키>에 대한 사회적 책임활동과 기업평판 및 고객충성도의 구조적 관계
Structural Relationship among Corporate Social Responsibility Activities, Corporate Reputation and Customer Loyalty on NIKE
안완식(성결대학교); 허철무(성결대학교)
25권 3호, 767~781쪽
초록
The aims of this study was to analyze the structural relationship among corporate social responsibility activities, corporate reputation and customer loyalty focused on sport corporate, <NIKE>. the findings were as follows. First, corporate social responsibility of customer on NIKE had a positive effect on corporate reputation. Second, corporate social responsibility of customer on NIKE had a positive effect on customer loyalty. Third, corporate reputation of customer on NIKE had a positive effect on customer loyalty.
Abstract
The aims of this study was to analyze the structural relationship among corporate social responsibility activities, corporate reputation and customer loyalty focused on sport corporate, <NIKE>. the findings were as follows. First, corporate social responsibility of customer on NIKE had a positive effect on corporate reputation. Second, corporate social responsibility of customer on NIKE had a positive effect on customer loyalty. Third, corporate reputation of customer on NIKE had a positive effect on customer loyalty.
- 발행기관:
- 한국체육과학회
- 분류:
- 체육