항공 관련 구직자가 지각한 항공사 CSR 활동이 기업이미지 및 브랜드 선호도에 미치는 영향

An increasing number of customers as well as job seekers consider how airline businesses deal with corporate social responsibility (CSR) when making a decision. Therefore, CSR, has increasingly been an emerging issue in the airline industry. The present research aimed to assess the possible impact of the multiple dimensions of an airline’s CSR activities on corporate image and brand preference from job seekers’ perspectives. To collect the data, this study utilized a survey methodology. College students majoring in Airline Services were used as samples. Results of a series of multiple regression analyses revealed that perceived CSR activities (economic, legal/ethical, philanthropic, and environment) of an airline were in general positively and significantly associated with corporate image and with brand preference. In addition, our findings indicated that the social philanthropic dimension of the CSR activities was of utmost importance in building favorable corporate image and increasing brand preference. Corporate image also exerted a positive influence on brand preference. Overall, the proposed theoretical framework sufficiently and satisfactorily accounted for the variance in brand preference. Recruiting adequate job seekers who have positive brand image and preference for an airline company is one of the key strategies for its success as these individuals are more likely to engage in citizenship behaviors and have higher loyalty after employed. This research dealing with maximization of brand image and preference through effective CSR activities thus offers meaningful insights for airline management.