한국 기업의 사회공헌활동이 기업평판 및 고객충성도에 미치는 영향

• 영문명: Corporate Philanthropy and Its Effects on Corporate Reputation and Customer Loyalty in Korea
• 발행기관: 한국무역연구원
• 저자명: 고정용(Jeong-Yong Ko) 박현숙(Hyeon-Suk Park)
• 간행물 정보: 『무역연구』제10권 제4호, 871~895쪽, 전체 24쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

The purpose of this study is to analyze the effect of corporate philanthropy on relations between corporate reputation and customer loyalty, and to test the moderating effect of strategic management policy of corporate philanthropy. Major empirical results showed that only the consumer, economic and environmental dimensions of corporate philanthropy had impacts on corporate reputation. Moreover, the relationship between corporate philanthropy and customer loyalty of manufacturing and service enterprises had corporate reputation as a mediating factor. Lastly, the relationship between corporate philanthropy and corporate reputation of only manufacturing enterprises were moderated by the strategic management policy of corporate philanthropy.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경 및 선행연구

Ⅲ. 연구방법 및 연구가설

Ⅳ. 실증분석 및 가설검정

Ⅴ. 결론

참고문헌

키워드

Corporate Philanthropy Corporate Reputation Customer Loyalty Strategic Management Policy