항공사의 사회적 책임활동이 기업 이미지, 브랜드 가치, 브랜드 충성도에 미치는 영향: 자아일치성의 조절효과를 중심으로

This study was undertaken to figure out the influence of airline’s corporate social responsibility on corporate image, brand value, brand loyalty. The research results are as follows. First, in the relationship between corporate social responsibility activities and corporate competitiveness, social contribution activities, economic activity responsible and customer-facing activities affect the company's competitiveness. Which showed the influence of the economic activities most significant responsibility, environmental responsibility activities were not to be affected. Second, corporate image was composed of corporate competitiveness, public activities, both variable was analyzed that the impact on the brand values, brand loyalty. Third, brand value was shown to affect brand loyalty. Fourth, it was confirmed that on the relationship corporate social responsibility and corporate image, self-congruity has partially significant effect on the relationship. The moderating effects through self-congruity in relation to the economic activity and corporate competitiveness and the relation to social contribution activities and public activities were found. In this study, customer-facing activities was used as a measurement tool of corporate social responsibility and it is the biggest influencers in the relationship between corporate social responsibility and public activities of the airlines.