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http://dx.doi.org/10.5392/JKCA.2011.11.12.395

Influence of CSR Activity on Brand Equity : Mediation Effect of Product and Service Quality Evaluation  

Park, Seung-Bae (서울과학기술대학교 경영학과)
Huh, Jong-Ho (서울여자대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.11, no.12, 2011 , pp. 395-402 More about this Journal
Abstract
Recently, Corporate Social Responsibility(CSR) is essential corporate activity to establish favorable corporate image and sustainability management. But it has been a little research that investigate relationship between CSR in corporate level and marketing performance in individual brand level. This paper investigate relationship between CSR activities and brand equity, moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. The SEM(Structural Equation Model) result of this paper shows positively CSR activity to product quality, service quality, and brand equity. Also, the result show moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. Based on these findings, implication and future direction are discussed.
Keywords
Corporate Social Responsibility(CSR); Brand Equity; Product Quality; Service Quality;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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