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기업의 사회적 책임활동이 기업 이미지 형성과 기업 성과에 미치는 영향에 관한 연구 공유가치창출 인지정도에 따른 차이비교

The Effect of Corporate Social Responsibility on Corporate Image and Corporate Performance

이명진|이돈곤
한국유통과학회 (Korea Distribution Science Association)|2014.09|유통과학연구 (Journal of Distribution Science)|제12권 제9호|pp. 101-112|DOI 10.15722/jds.12.9.201409.101

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키워드

Corporate ImageCorporate Social ResponsibilityFirm PerformanceCreating Shared ValueBusiness Strategic

초록

Purpose - Recently, although corporate social responsibilityactivities have been increasing in size, they do not have to achieve qualitative improvements and can be passive and costconsuming. Therefore, companies should make quantitative aswell as qualitative improvements in their efforts in corporate social responsibility activities. In this study, the classification of social responsibility activitiesin a variety of studies was analyzed through a more specificpath than in previous studies. Corporate behavior image, socialbehavior image, and corporate contributions image were analyzed through a more detailed analysis of performance. This study suggests that more detailed and concentrated social responsibility activities be pursued by forming companies. Research design, data, and methodology- The purpose ofstudy is to gauge the corporate need for a more intensive, specific area of CSR activities. For this purpose, the sample ofconsumers that were targeted for CSR activities, recognized as261 persons, have been investigated. Through a theoretical discussion on previous research, nine hypotheses were establishedon corporate image, the influence of corporate performance onCSR, and the CSV regulation effect. In order to test the hy 　 -pothesis, a survey was conducted on 261 male and female consumers who were targeted for CSR, being persons in their 20sto 40s. PASW Statistics 18.0 and AMOS 18.0 were used forstatistical analysis. Results- Corporate behavior image was formed through le 　-gal responsibility activities and economic responsibility activities. In addition to economic responsibilities, ethical responsibilitiesand environmental responsibilities were confirmed to have influ-ence on social behavior image. Corporate social responsibilityand philanthropic responsibility were confirmed to have influenceon economic contribution image. Corporate image has positiveeffects on brand attitude, corporate reputation, and corporatecompetition. In addition, when CSV awareness is high, consumers perceive corporate image only through economic responsibility. However, when CSV awareness is low, economic responsibilityas well as legal responsibility through charitable activities formthe corporate image that influences the brand attitude and corporate reputation, as well as corporate competitiveness. It wouldappear that the area of corporate social responsibility needsmore intensive management for corporate image and corporatecompetitive advantage. Conclusion- First, the findings of this study show that eachCSR activity has a different effect on corporate image and thus,the corporate image influences corporate performance in distinctways, depending on the CSR activity. This implies that reactivestrategies should be tailored to the required image. Second,there is a difference in CSV awareness between groups. Whenthe CSV awareness is low, we can confirm that legal responsibility activities have an especially significant effect on corporateimage, implying that corporations should pursue their economicobjectives within legal regulations and need to invest significanttime and effort for this. This study has limited generalization potential because the result of the model fit has insufficient reference value. In futureresearch, we need to approach various dimensions of corporate performance.

Abstract

Purpose - Recently, although corporate social responsibilityactivities have been increasing in size, they do not have to achieve qualitative improvements and can be passive and costconsuming. Therefore, companies should make quantitative aswell as qualitative improvements in their efforts in corporate social responsibility activities. In this study, the classification of social responsibility activitiesin a variety of studies was analyzed through a more specificpath than in previous studies. Corporate behavior image, socialbehavior image, and corporate contributions image were analyzed through a more detailed analysis of performance. This study suggests that more detailed and concentrated social responsibility activities be pursued by forming companies. Research design, data, and methodology- The purpose ofstudy is to gauge the corporate need for a more intensive, specific area of CSR activities. For this purpose, the sample ofconsumers that were targeted for CSR activities, recognized as261 persons, have been investigated. Through a theoretical discussion on previous research, nine hypotheses were establishedon corporate image, the influence of corporate performance onCSR, and the CSV regulation effect. In order to test the hy 　 -pothesis, a survey was conducted on 261 male and female consumers who were targeted for CSR, being persons in their 20sto 40s. PASW Statistics 18.0 and AMOS 18.0 were used forstatistical analysis. Results- Corporate behavior image was formed through le 　-gal responsibility activities and economic responsibility activities. In addition to economic responsibilities, ethical responsibilitiesand environmental responsibilities were confirmed to have influ-ence on social behavior image. Corporate social responsibilityand philanthropic responsibility were confirmed to have influenceon economic contribution image. Corporate image has positiveeffects on brand attitude, corporate reputation, and corporatecompetition. In addition, when CSV awareness is high, consumers perceive corporate image only through economic responsibility. However, when CSV awareness is low, economic responsibilityas well as legal responsibility through charitable activities formthe corporate image that influences the brand attitude and corporate reputation, as well as corporate competitiveness. It wouldappear that the area of corporate social responsibility needsmore intensive management for corporate image and corporatecompetitive advantage. Conclusion- First, the findings of this study show that eachCSR activity has a different effect on corporate image and thus,the corporate image influences corporate performance in distinctways, depending on the CSR activity. This implies that reactivestrategies should be tailored to the required image. Second,there is a difference in CSV awareness between groups. Whenthe CSV awareness is low, we can confirm that legal responsibility activities have an especially significant effect on corporateimage, implying that corporations should pursue their economicobjectives within legal regulations and need to invest significanttime and effort for this. This study has limited generalization potential because the result of the model fit has insufficient reference value. In futureresearch, we need to approach various dimensions of corporate performance.

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