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논문 기본 정보

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학술저널
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국제융합경영학회 The Journals of Economics, Marketing & Management The Journals of Economics, Marketing & Management 제8권 제2호
발행연도
2020.1
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13 - 17 (5page)

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Abstract Research Purpose - In modern corporate management, the establishment of a crisis management system that minimizes damage through measures used to respond to corporate crises is no longer an option. Research Question - The importance of corporate reputation and brand asset management in modern enterprise management cannot be overemphasized and negative events that might arise from a number of different causes can cause brand crises. Research Method - More than half of the questionnaire respondents were female (252 or 53%). More than a fourth of the respondents were aged 20 (122 or 26%) and the number of married participants was 196 (41%). Of the participants, 32% (153) had graduated from college. Only 18% (87) were employees and the monthly household income was 121. In this study, we conducted factor analysis in order to extract the variables that may enhance the explanation capability of each variable. For the method of factor extraction, an Eigen value of at least 1 was used as was factor loading. An analysis was performed using the Cronbach's alpha coefficient to verify the reliability of the measurement scale.  Results - First, the analysis of the impact of the social responsibility activities on brand image revealed that the social, economic, philanthropic, ethical, and environmental responsibility activities significantly affected brand image, but legal responsibility activities were not statistically significant. Second, the analysis of the impact of brand image on loyalty showed that brand image had a significant impact on loyalty. Third, the analysis of the impact of social responsibility activities on loyalty showed that they had a significant impact on loyalty.

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참고문헌 (23)

참고문헌 신청
Adam, A. M. / 2008 / How can a ratings-based method for assessing corporate social responsibility (CSR) provide an incentive to firms excluded from socially responsible investment indices to invest in CSR? / Journal of Business Ethics 82(4):899~903 google schola Andreu, L. / 2015 / Effects of message appeal and service type in CSR communication strategies / Journal of Business Research 68(7):1488~1492 google schola Angus-Leppan, T. / 2010 / Leadership styles and CSR practice : An examination of sensemaking, institutional drivers and CSR leadership / Journal of Business Ethics 93(2):189~203 google schola Bocquet, R. / 2017 / CSR, innovation, and firm performance in sluggish growth contexts : A firm-level empirical analysis / Journal of Business Ethics 146(1):241~251 google schola Buhmann, K. / 2016 / Public regulators and CSR : The ‘social licence to operate' in recent United Nations instruments on business and human rights and the juridification of CSR / Journal of Business Ethics 136(4):699~702 google schola

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