저비용항공사의 사회적 책임활동 유형이 연상 및 충성도 에 미치는 영향

The growth of the LCC market is progressing noticeably quickly. There are also two concerns to be considered. The first reason for the negative outlook for market growth is the LCC business are surrounded by fiercely competitive to capture market dominance. Second, due to the nature of the aviation industry, it is vulnerable to regulations. This is because the negative view that LCC ignores social responsibility for cost reduction persists. In this social phenomenon, LCC is taking measures to take advantage of CSR. LCCs are working hard to find new competitive advantages as the competitive advantage of low freight rates is decreasing with the intense competition between LCCs. Next, LCCs are carrying out socially responsible activities to counter negative views that there is a possibility of being socially irresponsible. Based on this awareness, this study verified the effect of type of CSR activities by LCC and the following study. For the first time, the impact of CSR types (economic, legal, ethical, philanthropic) on corporate solidarity and reputation is a consideration. Demonstrate the structural relationship between. The LCC Institute conducted a survey of 292 consumers. Our results are as follow. Firstly, there are effects of types of CSR on the brand associations except philanthropic CSR activity. And then, brand associations and corporate reputation influenced positive effects on the brand loyalty. Theoretical and practical implications are suggested and discussed.