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기업의 사회적 책임활동(Corporate Social Responsibility; CSR)이 기업의 브랜드 자산에 미치는 영향에 관한 연구 －항공산업의 사례를 중심으로－

A Study of Corporate Social Responsibility Activities’ Influence for the Consumers’ Brand Evaluation

이은영
한국항공경영학회 (Aviation Management Society Of Korea)|2011.06|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제9권 제2호|pp. 111-125

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참고문헌

키워드

Social NetworkCSRBrand FamiliarityBrand AssetCSR InvolvementSR ExperienceCSR Attitude
주제분류경영학

초록

Corporate Social Responsibility(CSR) is becoming one of fast-growing areas in management. Many companies participate in CSR programs like donation, volunteering, issue-fighting campaigns. The study identified the consumer’s psychographic factors influencing to CSR attitude as social network, brand familiarity, CSR involvement, personal experience of social resposibility(SR) activity. Empirical study showed the result that social network, brand familiarity, CSR involvement affects consumer’s attitude for CSR and brand asset through CSR attitude. This results suggests the implication that CSR is the more important for brand loyalty and asset and should consider consumer’s psychographic factors when marketers design CSR programs.

Abstract

Corporate Social Responsibility(CSR) is becoming one of fast-growing areas in management. Many companies participate in CSR programs like donation, volunteering, issue-fighting campaigns. The study identified the consumer’s psychographic factors influencing to CSR attitude as social network, brand familiarity, CSR involvement, personal experience of social resposibility(SR) activity. Empirical study showed the result that social network, brand familiarity, CSR involvement affects consumer’s attitude for CSR and brand asset through CSR attitude. This results suggests the implication that CSR is the more important for brand loyalty and asset and should consider consumer’s psychographic factors when marketers design CSR programs.

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관련 논문AI추천

항공사의 사회적 책임활동이 기업 이미지, 브랜드 가치, 브랜드 충성도에 미치는 영향: 자아일치성의 조절효과를 중심으로박희정, 최규환관광경영학회 · 관광경영연구2017 · 제21권 제1호기업의 사회적 책임 활동에 영향을 미치는 요인이 브랜드 자산에 미치는 영향함성원, 현주엽산업개발연구소 · 산업혁신연구2015 · 제31권 제1호사회적 책임활동이 브랜드자산과 소비자태도에 미치는 영향 연구박남구, 최호규한국유통과학회 · 유통과학연구2014 · 제12권 제8호기업의 CSR 활동이 브랜드 자산에 미치는 영향: 이동통신 기업의 브랜드 신뢰를 매개로박정완, 백동현경영경제연구소 · 경영경제연구2017 · 제39권 제1호항공사의 환경적 CSR이 고객 태도 및 충성도에 미치는 효과: 환경보호 관심의 조절효과를 중심으로김인신, 유예경, 장진주관광경영학회 · 관광경영연구2021 · 제25권 제1호국적대형항공사의 사회적 책임활동이 국적대형항공사의 브랜드이미지와 구매의도에 미치는 영향김점남관광경영학회 · 관광경영연구2019 · 제23권 제6호

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