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제조 기업의 ESG활동이 브랜드 애착에 미치는 영향: 소비자-기업동일시와 기업 신뢰도의 매개효과와 소비자시민성의 조절효과를 중심으로

The Impact of ESG Activities of Manufacturing Companies on Brand Attachment: Focusing on the Mediating Effects of Consumer-Corporate Identification and Corporate Trust and the Moderating Effect of Consumer Citizenship

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초록

본 연구는 기업의 ESG활동에 대한 소비자 인식이 브랜드 애착에 미치는 영향과 그 과정에서의 소비자-기업동일시와 기업 신뢰도의 매개효과와 소비자시민성의 조절효과를 분석하였다. 분석 결과 브랜드 애착에 대한 환경 활동과 지배구조, 사회활동 모두 정(+)의 영향을 미치는 것으로 나타났다. 또한 브랜드 애착에 대한 소비자-기업동일시의 매개효과는 지배구조에 대해서는 부분 매개효과가 존재하고 환경 활동과 사회활동에 대해서는 완전 매개효과가 존재하는 것으로 나타났다. 브랜드 애착에 대한기업신뢰도의 매개효과는 사회활동과 지배구조에 대해서 부분 매개효과가 존재하는 것으로 나타났다.소비자시민성의 조절효과는 3개의 ESG활동 중에서 환경 활동에 대해서만 유의한 조절효과가 존재하는것으로 나타났다. 이러한 연구 결과는 ESG활동이 브랜드 애착에 긍정적인 영향을 미치고 특히 환경활동의 효과가 크다는 사실을 보여주는 것이다. 향후 연구에서는 산업과 소비자에 따라서 표본의 대표성을 가지고 비교 분석함으로써 다양한 실무적인 시사점을 찾는 것이 필요할 것이다.

Abstract

This study analyzed the impact of consumer awareness of corporate ESG activities on brand attachment and the mediating effects of consumer-corporate identification and corporate trust and the moderating effect of consumer citizenship in the process. The results of the analysis showed that environmental activities, governance, and social activities all had a positive effect on brand attachment. In addition, the mediating effect of consumer-corporate identification on brand attachment showed a partial mediating effect on governance and a complete mediating effect on environmental activities and social activities. The mediating effect of corporate trust on brand attachment showed a partial mediating effect on social activities and governance. The moderating effect of consumer citizenship showed a significant moderating effect only on environmental activities among the three ESG activities. These research results show that ESG activities have a positive effect on brand attachment and that environmental activities have a particularly large effect. In future studies, it will be necessary to find various practical implications by comparing and analyzing the representativeness of samples according to industries and consumers.

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