외식기업의 사회적 책임(CSR) 활동이 브랜드 자산과 소비자 태도에 미치는 영향

This study examines the impact of corporate social responsibility (CSR) activities on brand equity and consumer attitudes in the restaurant industry. Drawing from research emphasizing the importance of CSR in shaping corporate image and customer loyalty, it highlights how CSR fosters sustainable growth by building a positive image. The study validates the hypothesis that CSR activities enhance brand equity and influence consumer attitudes, offering strategic guidance for restaurant businesses. A survey yielded 270 responses, with 259 valid ones analyzed. Results show that philanthropic and environmental responsibilities positively affect brand equity and consumer attitudes, while economic responsibility has no significant effect. The findings confirm that philanthropic and environmental CSR activities have a meaningful influence on brand equity and consumer attitudes. Practically, this underscores the importance of prioritizing these CSR aspects to strengthen brand value and consumer relationships. However, the study's regional and sample-specific focus limits generalizability, and it does not fully explore all CSR dimensions. Future studies should adopt longitudinal approaches across diverse regions and businesses to address these gaps.