The Role of CSR Activities on Building Corporate Image and Customer Loyalty

• 영문명: The Role of CSR Activities on Building Corporate Image and Customer Loyalty
• 발행기관: 한국무역연구원
• 저자명: Dae-Hee Leea Chang-Joong Kim Chang-Hyun Jin
• 간행물 정보: 『무역연구』제11권 제6호, 67~91쪽, 전체 25쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.12.31

영문 초록

The purpose of this study is to explore the impact of corporate social responsibility (CSR) on corporate image and customer loyalty, in the light of CSR activities such as marketing communications, increasing corporate philanthropy, donations and sponsorship, and volunteering. Overall, the evidence suggests that CSR activities had a positive effect on corporate image and customer loyalty at both t1 and t2. Marketing communication activity and corporate philanthropy activity had a stronger influence on customer loyalty than other CSR activity at both times. The results of the study have important implications for managers who are responsible for improving corporate image or for building customer loyalty through CSR activities. Based on the study’s results, marketing communications activity was shown to be the most important factor than other factors in customer evaluations of company image and customer loyalty.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Conceptual Framework

Ⅲ. Conceptual Model and Hypotheses

Ⅳ. Methods

Ⅴ. Results

Ⅵ. Discussion

References

키워드

Corporate Image CSR CSR Activities Customer Loyalty Multi-group Analysis