호텔 기업의 사회적 책임활동(CSR)이 브랜드 자산에 미치는 영향: 진정성의 조절영향관계를 중심으로

This study will be the chance to examine the role of authenticity as a moderating variable between CSR activities and brand equities. It is important to focus on CSR authenticities will play as a moderating variable in a relationship between CSR activities and brand equities. A theoretical formulation has been used for the empirical study and the hypothesis was set up for the theoretical formulation. Based on the precedent researches, two hypotheses were set up. Before the proposed hypotheses, exploratory factor analysis have been conducted in terms of preliminary analysis for CSR activities and authenticities and brand equities. As a result, four factors have been founded for the CSR activities and they are economic responsibilities, legal responsibilities, ethical responsibilities and philanthropic responsibilities. Also, two factors have been founded for the brand equities and they are brand awareness and brand images. Finally, only a sole factor has been founded for the CSR authenticity and it is a CSR authenticity. As a conclusion, CSR authenticity play as a moderating variable between the CSR activities and the brand equities. From this point of view, the theoretical proves the precedent study and the most of the hypothesis from the theoretical formulation has been adopted. Thus, both academic and practical perspectives will be suggested.