한국 엔터테인먼트 기업의 CSR 활동이 기업신뢰 및 브랜드 이미지에 미치는영향

This study was CSR activities of entertainment companies were divided into four sub-variables (economic responsibility, legal responsibility, ethical responsibility, charitable responsibility). The purpose of this study is to investigate the effect of CSR activities of entertainment companies on corporate trust and brand image. A survey was conducted for middle and high school students aged 15 and over and adult men and women. The survey was conducted for 15 days from March 10, 2018 to March 24, 2018. A total of 400 questionnaires were distributed and a total of 381 valid questionnaires were used as final analysis data, excluding 19 questionnaires. The results of this study were as follows. First, the results of CSR activities of entertainment companies on corporate trust showed that economic responsibility and legal responsibility have a positive effect on corporate trust. Second, the results of the CSR activities of entertainment companies on brand image Economic responsibility, legal responsibility, ethical responsibility, and charitable responsibility positively affect brand image. Third, corporate trust of entertainment companies has a positive effect on brand image .The conclusion is that entertainment companies should instill faith and confidence in ethical management to the public.