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http://dx.doi.org/10.5392/JKCA.2021.21.07.206

A Study on the Effects of Corporate Social Responsibility Assessment on Corporate Brand Image and Favorability : Focusing on the moderating effect of ordinary interest in CSR  

Kang, So Young (서울디지털대학교 미디어영상학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.7, 2021 , pp. 206-221 More about this Journal
Abstract
The demand of social responsibility for corporate is increasing gradually. The corporate can't secure the royal customers only with the effort of securing the competitiveness through the product, service quality. The corporate should act actively in order to satisfy the social expectation required by customers. With this background, this study conducted the survey that can verify the effect of how usual interest in corporate social responsibility interacts in order to investigate the difference depending on the characters of customers and how the corporate social responsibility has led the brand performance. As a result, the legal and economic responsibilities were found to have significant influence in forming the corporate brand image and the favorability. The ethic responsibility was found to play a key role in forming the reliable image but have the negative impact in forming the achievement image, innovative image. In terms of the effect of social responsibility on the corporate brand performance, the usual interest on the social responsibility was found to have no impact as a regulatory effect.
Keywords
Corporate Social Responsibility; Creating Social Value; Corporate Brand Image; Corporate Brand Preference; Brand Competitiveness;
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