ESG 경영을 주제로 활용한 기업이미지 광고가 브랜드 태도에 미치는 효과- KT&G의 기업이미지 광고를 중심으로 -

In recent business activities, ESG management has become an important topic of corporate strategy. Together with the increase in sales, shared growth became an important factor in management. The three central axes of ESG management are Environment, Social, and Governance. Various media frequently introduce ESG management of companies that have recently emerged as a central issue, but ESG is still an unfamiliar concept to consumers. This study attempted to confirm consumer attitudes toward corporate advertisements using ESG as the subject. The company used for this study is a KT&G company that recently executed advertisements of ESG management. The dependent variables were brand preference and product purchase intention. As a result of this study, it was found that the corporate image advertisement on the subject of ESG has the effect of enhancing the existing corporate image. The corporate image advertisement of ESG management showed higher consumer attitude than the 'Imagination Madang' that KT&G has been using for a long time as a communication concept. As a result of comparing simple ESG advertisement with the advertisement with detailed explanation, there was no statistically significant difference in consumer attitudes. The self-construal types were found to be higher than the others-centered type in the comparison result of consumer's self construal types for ESG management advertisement. In addition, the concept of ESG management of companies and the theoretical and practical implications of ESG management activities of various companies were discussed.