소비자의 기업에 대한 사회적 책임 평가와 브랜드확장의 관계 연구 - 모바일페이 서비스로의 확장을 중심으로 -

With economic development and improvements in our standard of living, corporations and consumers have increasingly become interested in social responsibility. This not only affects corporate image, attitudes toward products and services, but also affects brand extension. Mobile pay services, which have received much attention in recent years, have also been launched through the expansion of card companies, PG companies, smartphone manufacturing companies, distributors and platform providers. This study investigated how consumer's assessment of corporate social responsibility has an impact on parent brand reliability and loyalty and how they influence the favorability and use intention of extended brands when expanding the brand with mobile pay service. After analyzing previous research and constructing a questionnaire, we conducted an online survey of which 300 adult consumers participated in. Confirmatory factor analysis, correlation analysis, and structural equation model analysis were used as the main analysis methods. The main results of this study are as follows: First, economic responsibility and charitable responsibility influenced parent brand reliability among four dimensions of social responsibility evaluation of consumers, and only legal responsibility influenced parent brand loyalty among the four dimensions. Also, only charitable responsibility was found to have a positive influence on extension brand favorability. Second, parent brand reliability had a positive effect on parent brand loyalty, parent brand loyalty had an influence on extended brand favorability, and extended brand favorability had a positive influence on the extended brand use intention.