스포츠기업의 사회적 책임활동 진정성이 기업이미지와 고객충성도에 미치는 영향

Purpose: This study examines the effect of consumer’s authenticity on corporate image and customer loyalty on social responsibility activities of sports companies. Method: In this study, 248 college students who had experience purchasing Nike were used to perform exploratory factor analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural model analysis using SPSS 21.0 and AMOS 21.0 programs to derive main results respectively. Results: The results of the study were as follows. First, perceived consumer’s sincerity about social responsibility activities of sports companies had positive effect on corporate image. In other words, as the consumers perceive that the company was responsible, sincere, honest, and faithful to the social responsibility activities of the sport enterprise, the positive corporate image also increased. Second, perceived consumers’ sincerity about the social responsibility activities of sports companies had a positive effect on customer loyalty. In other words, as consumers perceive the authenticity of responsible, sincere and sincere performance of sports companies in carrying out their social responsibility activities, customer loyalty to the company increases. Third, the corporate image of sports companies had a positive effect on customer loyalty. In other words, the more consumers had a positive image on sports companies, the higher the customer loyalty is. Conclusion: It is necessary for sports companies to positively prepare means to effectively utilize social responsibility activities and perceived authenticity as marketing tools.