기업의 공유가치창출이 브랜드 자아 연대의식 및 브랜드 충성도 형성에 미치는 영향에 관한 연구

• 영문명: The Effects of The Creating Shared Value on Building Self-Brand Connection and Brand Loyalty
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 진창현(Chang Hyun Jin)
• 간행물 정보: 『아태비즈니스연구』제9권 제4호, 201~221쪽, 전체 21쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

The purpose of this study is to investigate the relationship between association of a company’s CSV activity and association of corporative competence and consumers’ self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporate identification as well as how these factors influenced on brand loyalty. The paper attempts to examine authenticity of CSV activity and product plays a moderating role when association of CSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A target company was selected by investigates. The company is one manufactures as well as implements CSV activities as a means of ethical management. The results indicated that CSV association and corporative competence are closely related to the self-brand connection. Such attitude in turn affected the consumers’ formation of self-and corporate-identification and brand loyalty. Authenticity of CSV activity and product was proven to play a moderating variables for brand loyalty and perception of company.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구가설 및 연구모형

Ⅳ. 연구방법론

Ⅴ. 실증분석 결과

Ⅵ. 결론

References

키워드

EBrand Loyalty CVS Self-Brand Connection Corporate-Self-Identification Authenticity