화장품 기업의 사회적 책임활동이 브랜드자산에 미치는 영향

Recently, there has been an increase in regulations on cosmetic product companies by international organizations, as well a diverse expansion of consumer activity ranges. Therefore, social responsibility activities to fulfill its social responsibilities as a corporate citizen, and not just management focusing on short-term performances, have become a major element for evaluating cosmetic companies as well. Accordingly, this study intends to comprehensively examine the impact of social responsibility activities of cosmetic products on brand assets perceived by consumers. Surveys for this study were conducted by consigning an internet research agency on consumers of cosmetic products in their 20s to 40s, and a total of 372 copies were finally analyzed using the SPSS 24 program. Results of the study showed that in order to improve the brand assets of cosmetic companies(brand image, brand association, brand loyalty), social responsibility activities such as economic responsibility, philanthropic responsibility, ethical responsibility, and legal responsibility were important elements, and it was possible to find significant differences in the formation process. This study is significant in that it provides basic data that can be used in presenting directions of social responsibility activities and marketing strategies for cosmetic product companies in the future.