항공사의 국제적 사회문화공헌이 브랜드이미지에 미치는 영향

• 영문명: A Study on the Effect of the Airlines’ International Social & Cultural Philanthropy on Brand Image
• 발행기관: 조선대학교 국제문화연구원
• 저자명: 진철웅(Jin, Cheolwoong)
• 간행물 정보: 『국제문화연구』Vol.10 No.2, 233~255쪽, 전체 23쪽
• 주제분류: 인문학 > 기타인문학
• 파일형태: PDF
• 발행일자: 2017.12.31

영문 초록

This paper aims to discuss a effect of the airlines’international social and cultural philanthropy on brand image. As a research method, the empirical study, a survey of 312 airlines’ customers, consists of descriptive statistic analysis, exploratory factorial analysis, reliability analysis, and multiple regression analysis using SPSS 21.0 for windows. As a result, three significant factors have turned out to be positively related to brand image. First, corporate s international educational and cultural philanthropy, improvement of living condition and environmental protection factors affect brand image. This result has implications that as people conceived airlines social and cultural philanthropy, people perceived the airlines’ brand image is improved. This research presents more practical and meaningful strategy guideline for the airlines’ international social and cultural philanthropy.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계

Ⅳ. 실증분석

Ⅴ. 결론

키워드

airlines’ social and cultural responsibility corporate s international educational and cultural hilanthropy brand image improvement of living condition environmental protection