항공사 공유가치창출이 브랜드 신뢰, 브랜드 태도 및 브랜드 충성도에 미치는 영향에 관한 연구

Research on CSV, which has emerged as an alternative, has recently begun amid doubts about changes in consumer perception and the sincerity of CSR. In addition, CSV needs to be used strategically at a time when competition is getting fiercer in all industries. In particular, domestic airlines will say that the use of CSVs is important as part of a differentiated strategy, even for survival, due to the emergence of low-cost carriers. This study was conducted with interest in the relationship between the impact of these CSV activities on brand loyalty by means of brand trust and brand attitude. The study results are as follows: First, the airline's shared value creation of some subfactors, including the reconceiving products and markets and building supportive industry clusters at the company’s location, had a positive(+) influence on brand trust. However, one subfactor, redefining productivity in the value chain had no signification influence on brand trust. Second, the brand trust had a positive(+) influence on brand attitudes. Third, the brand trust had a positive(+) influence on brand loyalty. Fourth, brand attitudes had a positive(+) influence on brand loyalty. The implications are as follows: First of all, creating shared value has a significant impact on brand trust, and it is important for airlines to actively promote their shared value-creation activities to consumers. Second, sincerity or purity should be emphasized so that CSV activities raised by doubts about CSR's sincerity can give consumers more confidence, taking into account that the effect of brand trust on brand attitudes is greater than the causal relationship of other variables. Third, it is important to constantly keep friendly interrelationships so that consumers have a positive attitude, taking into account that brand attitudes have a greater impact on brand loyalty than brand trust.