CSR 활동 유형 및 메시지 유형이 기업 이미지에 미치는 영향

정은송,박병진,김도희 공주대학교 KNU 기업경영연구소 2019 기업경영리뷰 Vol.10 No.4

The purpose of this study is to investigate the effects of CSR activity types on the corporate image and purchase intention. Another purpose is to examine the effect of CSR message types (positive message vs. negative message) in the relationship between CSR activities and corporate image. To achieve the purposes, we categorized CSR activities into five different types that include the environmental responsibility as well as the four types of social responsibilities in Carroll’s(1991) model (economic, legal, philanthropic, and ethical). Based on the prior research and arguments regarding the effects of CSR activities, this study hypothesized that each type of CSR activities would enhance the corporate image and corporate image would affect the purchase intention. Further, it is expected that the impact of CSR activity types on the corporate image will be greater in negative messages than in positive ones. The results of this study are as follows. First, among the five types of CSR activities, legal, philanthropic, and environmental responsibilities had significant effects on the corporate image, while economic and ethical responsibilities did not affect the corporate image. In particular, environmental and legal responsibilities had the greatest impact on corporate image, followed by philanthropic responsibility. Second, with respect to the CSR message type, the negative type had a more significant effect on corporate image than the positive type. That is, environmental, legal, philanthropic, and ethical responsibilities showed significant results for the type of negative message. However, only environmental responsibility had a significant effect on the corporate image in a positive message type. Thus, environmental responsibility was shown to have a significant effect on the corporate image in both positive and negative message types, while economic responsibility for corporate image has no significant effect on both positive and negative message types. As a result, we found that environmental responsibility have the strongest impact on corporate image. We also found that environmental responsibility’s impact on corporate image affects not only negative message type, but also positive message type. 기업의 사회적 책임(Corporate Social Responsibility: CSR) 활동은 이제 필수적인 경영전략으로 인식되고 있다. 품질과 가격만으로는 차별화와 경쟁력 확보가 어려운 상황에서 CSR 활동에 대한 사회의 기대와 관심이 높아짐에따라 기업의 사회적 책임 활동이 기업의 이미지 및 구매 의도에 미치는 효과를 체계적으로 살펴볼 필요성을 제기하고 있다. 본 연구는 기업의 사회적 책임을 Carroll(1991)의 네 가지 평가 유형(경제적 책임, 법률적 책임, 윤리적책임, 자선적 책임)과 함께 최근 중요성이 커지고 있는 환경적 책임을 포함한 총 다섯 가지 유형으로 나누어 CSR 활동 유형이 기업의 이미지와 구매 의도에 미치는 영향을 알아보고자 하였다. 또한, 사회적 책임 활동의 메시지유형(긍정 vs 부정)이 기업 이미지에 미치는 효과가 어떻게 다른지 살펴보았다. 연구결과를 요약하면, 기업 이미지에 유의한 영향을 미치는 사회적 책임 활동 유형은 환경적 책임, 법률적 책임, 자선적 책임으로 나타났다. 또한, 긍정 및 부정의 메시지 유형별로 기업 이미지에 미치는 영향을 비교한 결과, 부정적 메시지가 더 광범위하게 영향을 미치는 것으로 나타났다. 즉, 부정적 메시지에는 경제적 책임을 제외한 환경적, 법률적, 자선적, 윤리적 책임 활동이 모두 유의한 것으로 나타났지만, 긍정적 메시지에는 환경적 책임만이유의한 것으로 나타났다. 특히, 환경적 책임 활동은 전체 응답과 메시지 유형별(긍정 vs 부정) 영향분석 등에서 모두 높은 수준의 유의성을 보여 가장 견고한 결과를 보여주었다. 본 연구 결과는 기업이 사회적 책임을 수행하는데 있어 CSR 활동 유형 및 메시지 유형에 따라 기업 이미지 및 구매 의도를 통해서 기업성과에 미치는 영향이 다르다는 점을 인식하고 이에 맞는 CSR 활동을 수행할 필요성이 있음을 시사한다.

인문,사회과학편 : 기업의 스포츠마케팅 전략에 따른 기업이미지 설득효과: 원산지 인식과 기업평판의 조절효과를 중심으로

장경로(KyungRoChang),김민철(MinCheolKim) 한국체육학회 2015 한국체육학회지 Vol.54 No.4

본 연구는 프로구단을 활용한 기업의 스포츠마케팅 전략이 기업이미지의 변화 및 설득을 이끌어낼 수 있는지 알아보는데 연구의 목적이 있다. 특히, 기업이미지의 설득과정에서 원산지와 기업평판이 기업이미지변화에 어떠한 조절효과가 있는지 분석하고자 하였다. 이에 사전·사후의 실험을 통해 최종적으로 211명의 유효자료를 확보하였고, 기업이미지 변화와 원산지 인식 및 기업평판의 조절효과를 분석하여 다음과 같은 결론을 얻었다. 첫째, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 통계적으로 유의한 증가를 보였다. 둘째, 원산지 인식에 따라 기업이미지는 실험 전·후 차이를 보였으며, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 증가하였다. 셋째, 기업평판에 따라 기업이미지는 실험 전·후 차이를 보였으며, 실험 후 기업의 신뢰이미지와 사회공헌이미지는 증가하였고, 신뢰이미지에서는 기업평판에 따른 조절효과가 확인되었다. 종합해보면 본 연구는 프로구단을 활용한 기업의 스포츠마케팅 전략이 기업이미지의 설득에 영향을 미친다는 연구결과를 보여주고 있으며, 동시에 소비자로부터 기업이미지를 변화시키는 중요한 마케팅도구임을 증명해주고 있다. The purpose of this study was to examine whether corporate sports marketing strategy using professional teams changes corporate image. In particular, this study was intended to analyze the effects of origin and corporate reputation on the change of corporate image in the process of persuading corporate image. Finally 211 effect data were secured by pre-test and post-test. The change of corporate image and the moderating effect of origin perception and corporate reputation were analyzed. The results were as follows. First, corporate trust image and social contribution image showed statistically significant increase. Second, corporate image had a difference before and after the test according to origin perception and after the test, corporate trust image and social contribution image were increased. Third, corporate image had a difference before and after the test according to corporate reputation. After the test, corporate trust image and social contribution image were increased and trust image confirmed the mediating effect according to corporate reputation. Based on the findings, this study suggests that corporate sports marketing strategy using professional teams has an effect on the persuasion of corporate image. Moreover, it demonstrates that the strategy is an important marketing tool to change consumers`` corporate image.

기업의 사회적 책임활동이 기업 이미지 형성과 기업 성과에 미치는 영향에 관한 연구 공유가치창출 인지정도에 따른 차이비교

이돈곤,이명진 한국유통과학회 2014 유통과학연구 Vol.12 No.9

Purpose - Recently, although corporate social responsibilityactivities have been increasing in size, they do not have to achieve qualitative improvements and can be passive and costconsuming. Therefore, companies should make quantitative aswell as qualitative improvements in their efforts in corporate social responsibility activities. In this study, the classification of social responsibility activitiesin a variety of studies was analyzed through a more specificpath than in previous studies. Corporate behavior image, socialbehavior image, and corporate contributions image were analyzed through a more detailed analysis of performance. This study suggests that more detailed and concentrated social responsibility activities be pursued by forming companies. Research design, data, and methodology- The purpose ofstudy is to gauge the corporate need for a more intensive, specific area of CSR activities. For this purpose, the sample ofconsumers that were targeted for CSR activities, recognized as261 persons, have been investigated. Through a theoretical discussion on previous research, nine hypotheses were establishedon corporate image, the influence of corporate performance onCSR, and the CSV regulation effect. In order to test the hy -pothesis, a survey was conducted on 261 male and female consumers who were targeted for CSR, being persons in their 20sto 40s. PASW Statistics 18.0 and AMOS 18.0 were used forstatistical analysis. Results- Corporate behavior image was formed through le -gal responsibility activities and economic responsibility activities. In addition to economic responsibilities, ethical responsibilitiesand environmental responsibilities were confirmed to have influ-ence on social behavior image. Corporate social responsibilityand philanthropic responsibility were confirmed to have influenceon economic contribution image. Corporate image has positiveeffects on brand attitude, corporate reputation, and corporatecompetition. In addition, when CSV awareness is high, consumers perceive corporate image only through economic responsibility. However, when CSV awareness is low, economic responsibilityas well as legal responsibility through charitable activities formthe corporate image that influences the brand attitude and corporate reputation, as well as corporate competitiveness. It wouldappear that the area of corporate social responsibility needsmore intensive management for corporate image and corporatecompetitive advantage. Conclusion- First, the findings of this study show that eachCSR activity has a different effect on corporate image and thus,the corporate image influences corporate performance in distinctways, depending on the CSR activity. This implies that reactivestrategies should be tailored to the required image. Second,there is a difference in CSV awareness between groups. Whenthe CSV awareness is low, we can confirm that legal responsibility activities have an especially significant effect on corporateimage, implying that corporations should pursue their economicobjectives within legal regulations and need to invest significanttime and effort for this. This study has limited generalization potential because the result of the model fit has insufficient reference value. In futureresearch, we need to approach various dimensions of corporate performance.

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry

고은주,Charles R. Taylor,Udo Wagner 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company’s customer and the company’s necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources’ knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company’s main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO’s Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO’s Reliability/Leadership affected the employment brand value the most and then CEO’s Personal Attractiveness and CEO’s Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO’s Managerial Competence and employment brand value while it played a partial mediating role between CEO’s Reliability/Leadership and CEO’s Personal Attractiveness. This study is meaningful in a sense that it examines the re...

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry

Ko, Eun-Ju,Taylor, Charles R.,Wagner, Udo,Ji, Hyun-Ah Korean Academy of Marketing Science 2008 마케팅과학연구 Vol.18 No.4

The CEO and the Corporate Image is considered very important in the aspect of marketing. The fact that CEO image itself influences the company or value of the product directly and indirectly has been verified through many cases. Recently, the differentiation of products and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Windows program. The results for this research are as follows, first, the study of the impact of CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial Competence and Reliability/Leadership affected Product Image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i.e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i.e., Managerial Competence, Reliability/Leadership, Personal Attractiveness) affected the employment brand value. CEO's Reliability/Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial Competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense that it examines the relationship among the CEO image, co

Relationships among CEO Image, Corporate Image and Employment Brand Value in Fashion Industry.

Ko, Eunju高銀珠, charles R. Taylor, Udo Wagner and Hyun Ah Ji(池賢娥) 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

CEO形象和公司形象对营销十分重要,许多案例证明CEO形象直接或间接影响公司或产品价值。目前有技术带来的不同公司之间产品和服务差异化正在减小,越来越多的人根据公司形象和声誉决定购买或投资。在知识社会的今天,优秀的员工成为公司的客户,公司必须以市场的观念管理他们,如何安抚和吸引这些客户。时尚产业是最具附加值的行业,最重要资源就是人的知识和能力。然而还缺少这方面的研究。本研究具体的研究目标包括:1CEO形象(例如管理能力、可靠性或者领导力,个人魅力) 对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)的影响:2公司形象对雇佣品牌价值的影响;3CEO形象对雇佣品牌价值的影响;4公司形象是否作为CEO形象对雇佣品牌价值的中介变量。 本研究采用结构化问卷,398个便利抽样本被分为2组,包括时尚专业的大学生和从业者。用抽述性统计、因子分析、相关分析和多元回归分析和ANOVA分析。 研究结果如下。首先,CEO形象例如管理能力、可靠性或者领导力,个人魅力)对公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)存在显著影响。但CEO个人魅力对产品形象和公司社会形象有影响,但不会影响公司文化形象。 其次,公司形象(例如产品形象,公司的社会责任形象,公司的文化形象)影响雇佣品牌价值,其顺序依次是公司文化形象影响企业社会责任形象和产品形象。 第三,CEO形象(例如管理能力、可靠性或者领导力,个人魅力)影响雇佣品牌形象。其顺序依次是CEO的可靠性或者领导力,CEO的个人魅力和CEO的管理能力。 第四,公司形象对CEO管理竞争力和雇佣品牌价值的关系有中介作用。公司形象在CEO的管理能力和雇佣品牌价值之间起到完全中介作用。同时,在CEO的可靠性或领导力和CEO的个人魅力之间起到部分中介作用。 本研究对时尚产业的CEO形象、公司形象和雇佣品牌价值的关系进行研究,据有重要意义,将为管理CEO、公司和 优秀员工提供有用的信息。 The CEO and the Corporate Image is considered very important in the aspect of marketing The fact that CEO image itself influences the company or value of the product directly and services between companies became difficult because the disparity in technique between companies retrenched. As a result, the rate of people who decide to purchase or invest their money based on the corporate image or reputation has been increased. Also in the knowledge society like today, the talented employees are the company's customer and the company's necessity for managing those brains of marketing perspective on how to satisfy and attract the customers is being embossed. The Fashion industry is one of the most value-added industry and in those value-added businesses, the most important factor is the human resources' knowledge power. However the study of the relationships among the CEO image, the corporate image and employment brand value in fashion industry has not been carried out yet. This research considers that dynamic relationship exists among the CEO image, corporate image and employment brand value that affects a company's main goal of pursuing benefits and intends to investigate the relationships of the three concepts. The specific purposes of this study were, 1) to analyze the impact of CEO image on a corporate image, 2) to analyze the impact of corporate image on employment brand value, 3) to analyze the impact of CEO image on employment brand value, 4) to analyze whether corporate image plays a mediating role in the relationship between CEO image and employment brand value or not. A survey design with a structured questionnaire was employed for this research. A convenience sample of 398 subjects was selected from two groups, which are university students majoring in fashion and practitioners working in fashion industry. For the data analysis, descriptive statistic (i.e., frequency, percentage), factor analysis, and multiple regression analysis were used by utilizing SPSS 12.0 for Window program. The results for this research are as follows, first, the study of the impact of CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness) on corporate image (i.e., Product Image, corporate Social Responsibility Image, Corporate Cultural Image) brought conclusion that the CEO image generally affected the corporate image in fashion industry. Managerial competence and Reliability/ Leadership, affected Product image, Corporate Social Responsibility Image and Corporate Cultural Image. However, while CEO's Personal Attractiveness affected Product Image and Corporate Social Responsibility Image, it did not affect Corporate Cultural Image. Second, the study of the impact of corporate image on employment brand value brought conclusion that corporate image (i,e., Product Image, Corporate Social Responsibility Image, Corporate Cultural Image) affected employment brand value. Corporate Cultural Image affected employment brand value the most and then the Corporate Social Responsibility Image and Product Image. Third, the study of the impact of CEO image on employment brand value brought conclusion that CEO image (i,e., Managerial Competence, Reliability/ Leadership, Personal Attractiveness ) affected the employment brand value. CEO's Reliability/ Leadership affected the employment brand value the most and then CEO's Personal Attractiveness and CEO's Managerial competence. Forth, the study examined whether corporate image plays a mediating role in relationship of CEO image and employment brand value and concluded that it does. Corporate image played a full mediating role between CEO's Managerial Competence and employment brand value while it played a partial mediating role between CEO's Reliability/ Leadership and CEO's Personal Attractiveness. This study is meaningful in a sense tat it examines the relationship among the CEO image, corporate image and employment brand value which has not been carried o

CSR활동이 기업가치에 미치는 영향: CSR연관성 조절효과

김예정,김경례,오영호 대한경영학회 2019 大韓經營學會誌 Vol.32 No.3

Based on the survey results for the 425 officers and employees in POSCO and outsourcing partner companies in Pohang, this study investigates the effects of CSR activities on corporate image, organizational identification and firm value. In doing so, the study also examines whether CSR relevance moderates the effect of CSR activities on corporate image, and organizational identification. The results of the study are summarized as follows. First, CSR activities have a positive effect on corporate image, organizational identification and firm value. This result implies that CSR activities performed by the firm improve the organizational identification of the members on the one hand and enhance the corporate image on the other hand, ultimately increase firm value. Second, corporate image has no effect on firm value. This is a result of the empirical analysis reflecting the problems and limitations of POSCO's corporate PR. That is, unlike the other consumer products companies, POSCO does not advertise much in general and especially does not aggressively advertise its CSR activities, so ordinary consumers are not fully aware of POSCO's corporate image. In addition, since POSCO and its outsourcing partner companies are producing steel and steel-related products rather than consumer products that ordinary people can easily purchase and use in real life, POSCO's corporate image is not deeply recognized by the general public, and thus has not had a significant impact on corporate value. Third, organizational identification affects firm value positively. The reason why organizational identification improves firm value is that as the organizational identification of the corporate members improves, they are able to increase their productivities by focusing more on their work with high affection for the company they serve. Fourth, CSR relevance has a moderating effect on the relation between CSR activities and corporate image. This result provides an important implication for all companies engaged in CSR activities, that is, both CSR activities and authenticity of CSR activities perceived by consumers are equally important for improving corporate image, Fifth, CSR relevance does not moderate the effect of CSR activities on organizational identification. This study has examined the effects of CSR activities on corporate image, organizational identification and corporate value, and the moderating effect of CSR relevance on the relation between CSR activities and corporate image or organizational identification through an integrated structural equation model. The empirical results found in this study provide various implications for corporate practice. First of all, it is important for corporations to recognize that their CSR activities are not merely actions to enhance corporate image, but strategies that must be carried out for corporate sustainability and sources of competitive advantage. In addition, CSR activities should be carried out voluntarily by the members of the company. Also CSR activities should be performed that match the business types of companies and characteristics of their products or services. Finally long-term measures should be put in place to ensure that companies carry out transparent management and that their members take pride in their company and practiceBased on the survey results for the 425 officers and employees in POSCO and outsourcing partner companies in Pohang, this study investigates the effects of CSR activities on corporate image, organizational identification and firm value. In doing so, the study also examines whether CSR relevance moderates the effect of CSR activities on corporate image, and organizational identification. 본 연구는 포항지역의 포스코 및 외주파트너사에 근무하는 임·직원 425명을 대상으로 CSR활동이 기업이미지, 조직동일시, 기업가치에 영향을 미치는지 분석하였으며, 또한 최근 이슈가 되고 있는 CSR활동이 기업이미지, 조직동일시에 영향을 미치는 관계에서 CSR연관성의 조절효과를 실증분석을 통해 검증하였다. 연구결과를 요약하면 다음과 같다. 첫째, CSR활동은 기업이미지, 조직동일시, 기업가치에 정(+)의 영향을미치는 것으로 나타났다. 둘째, 기업이미지는 기업가치에 영향을 미치지 않는 것으로 나타났다. 이는 실증분석의 결과로 포스코의 기업 PR이 안고 있는 문제점 및 한계점을 반영한 결과라고 할 수 있다. 포스코는 기업특성상 일반 대중들이 실생활에서 손쉽게 구입하거나 이용할 수 있는 상품이 아닌 철강을 생산하는 기업이기때문에 일반 대중들이 가지고 있는 포스코의 기업이미지가 기업가치에 큰 영향을 미치지 못한 것으로 판단된다. 셋째, 조직동일시는 기업가치에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, CSR연관성은 기업이미지에조절효과가 있는 것으로 나타났다. 다섯째, CSR연관성은 조직동일시에 조절효과가 없는 것으로 나타났다. 본 연구는 CSR활동, 기업이미지, 조직동일시 및 기업가치 간의 영향관계와 CSR연관성의 조절효과를 통합모형을 통해 검증하였는데 그 의의가 있으며, 본 연구에서 발견한 CSR활동에 대한 실증적인 결과는 기업실무에 다양한 시사점을 제공하고 있다. 기업이 CSR활동을 기업이미지 제고를 위한 단순한 활동이 아닌 기업의지속가능성과 경쟁우위 원천을 위해 필수적으로 수행해야 하는 행동으로 인식해야 할 것이며, CSR활동은강제적으로 수행하는 것이 아니라 기업의 특성 및 제품이나 서비스의 특성에 맞는 CSR활동을 수행해야 하는것이 필요하다. 또한 기업이 투명한 경영을 실천하고 조직구성원들이 자사에 대한 자부심을 가지고 CSR활동을진정성 있게 실천할 수 있도록 장기적인 방안이 마련되어야 할 것이다.

이벤트-서비스기업간의 유사성이 기업이미지와 기업속성평가,구매의도에 미치는 영향에 관한 연구 - 중국 패션형 백화점을 중심으로

于苗(Yu Miao),박만석(Park Man Seok),김상희(Kim Sang Hee) 한국소비문화학회 2008 소비문화연구 Vol.11 No.1

  본 연구는 스폰서기업의 장기적인 경쟁력을 높이기 위해 합리적이고 효과적인 방법으로 이벤트 행사를 개최하기 위한 것으로 이벤트와 기업간 이미지 유사성과 기능적 유사성의 중요성을 강조하고자 한다. 이를 위해 본 연구는 이벤트와 기업간 유사성과 소비자의 지각된 기업이미지, 기업속성에 대한 평가, 구매의도간의 관계를 규명하였다. 또한 두 가지 유사성(이미지 유사성과 기능적 유사성)이 소비자의 지각된 기업이미지, 기업속성평가에 미치는 상대적 영향력의 차이를 분석하였다. 자료수집은 중국의 패션형 백화점‘해신광장’을 이용하는 고객을 선정하여 설문조사를 실시하였다.<BR>  연구결과, 첫째, 이미지 유사성과 기능적 유사성은 지각된 기업이미지와 기업속성평가에 유의적인 영향을 미치는 것으로 나타났다. 둘째, 이미지 유사성과 기능적 유사성이 소비자평가에 미치는 상대적 영향력의 차이를 비교해 본 결과, 지각된 기업이미지에는 기능적 유사성보다 이미지 유사성이 더 큰 영향을 미치는 것으로 나타났고 기업속성에 대한 평가에는 이미지 유사성보다 기능적 유사성이 더 큰 영향을 미치는 것으로 나타났다. 셋째, 소비자의 지각된 기업이미지와 기업속성에 대한 평가는 이미지 유사성과 구매의도와의 관계에는 부분 매개역할을 하는 것으로 나타났고 기능적 유사성과 구매의도와의 관계에서 완전 매개역할을 하는 것으로 나타났다.<BR>  본 연구결과는 이벤트 개최시 소비자에게 우수한 기업이미지를 전달하기 위해서는 이미지 유사성이 높은 이벤트를 선정해야 하며 기업제품이나 환경에 대한 평가를 높이기 위해서는 기능적 유사성이 높은 이벤트를 선정해야 한다는 것을 제시하고 있다. 또한 이벤트의 효율적인 사용은 단기적인 촉진활동으로 끝나는 것이 아니라 장기적인 기업이미지 구축 또한 가능하다는 것을 제시하고 있다.   For enhancing the long-term competitiveness of corporations and effectually sponsoring events this study focused on the impact of the image similarity and the functional similarity between events and sponsor corporations. the study was conducted to examine the relationship between the similarity, perceived corporate image, valuation of corporate attribute and purchase intention. Furthermore distinguished the difference of influence on the perceived corporate image and valuation of corporate attribute from the image similarity and the functional similarity. “Hisense Plaza” - the fashion department in China was elected for a survey of consumer consciousness research.<BR>  Results of this study suggest that the image similarity and the functional similarity influence on the perceived corporate image and valuation of corporate attribute positively; the second, the image similarity influence on perceived corporate image more than the functional similarity and the functional similarity influence on valuation of corporate attribute more than the image similarity; the third perceived corporate image and valuation of corporate attribute as a partial mediation between the image similarity and purchase intention and as a full mediation between the functional similarity and purchase intention.

기업 복합문화공간의 장소성 형성이 공유가치창출과 기업이미지에 미치는 영향

김글 ( Kim Gyul ),장동련 ( Chang Don Ryun ) 한국기초조형학회 2018 기초조형학연구 Vol.19 No.5

경제적 풍요는 사람들에게 여가와 문화향유에 대한 욕구를 불러일으키고 있다. 기업의 복합문화공간은 소비자들의 문화향유에 대한 욕구를 충족시킬 뿐만 아니라 이를 바탕으로 기업 이미지 및 충성도를 높임으로써 사회적 가치와 사업적 가치를 동시에 추구하고 있다. 이에 본 연구는 기업 복합문화공간의 장소성 형성이 공유가치창출과 기업 이미지 제고에 미치는 영향을 분석함으로써 복합문화공간의 효과성을 규명하고, 기업 복합문화공간이 소비자와 기업 모두에게 상생의 장소가 될 수 있는 방안을 모색하고자 하였다. 연구목적에 따라 기업 복합문화공간 방문 경험이 있는 일반 성인 358명을 대상으로 설문조사를 실시하였으며, 그 중 불성실하게 응답한 8부를 제외하고 350부의 자료를 바탕으로 기업 복합문화공간의 장소성이 기업이미지에 미치는 영향과 공유가 치창출의 매개효과를 분석하였다. 분석결과 첫째, 기업 복합문화공간의 장소성은 공유가치창출과 기업이미지에 직접적으로 정(+)의 유의한 영향을 미치는 것으로 나타났다. 이는 기업 복합문화공간의 장소성에 대한 긍정적 지각은 공유가치창출의 수준을 높일 뿐만 아니라 기업이미지 개선에도 긍정적인 영향을 미치는 것으로 밝혀졌다. 둘째, 공유가치창출은 기업이미지에 직접적으로 정(+)의 유의한 영향을 미치는 것으로, 공유가치창출의 수준이 높을수록 기업이미지는 개선됨을 나타냈다. 또한 장소성이 기업이미지에 미치는 간접효과가 유의하여, 장소성은 공유가치창출을 매개로 기업이미지 개선에 긍정적인 영향을 미치고 있음을 나타내고 있었다. 이와 같은 분석결과는 기업의 복합문화공간이 소비자의 문화향유에 대한 욕구를 충족을 통해 기업의 공유가치 창출에 기여할 뿐만 아니라 기업의 이미지 개선에도 긍정적인 영향을 미친다는 것이다. 따라서 기업에서는 소비자들이 복합문화공간에서 새롭고 다양한 문화 경험에 대한 욕구를 충족시키면서 기업의 이미지를 개선할 수 있는 복합문화공간 디자인의 필요성이 제기된다. Economic richness is likely to induce recreation and cultural enjoyment. Corporate complex cultural space meets a need of cultural enjoyment of consumer as well as based on which, simultaneously aims at social and business value by elevating corporate image and loyalty. In a sense, with an effect of sense of place of corporate complex cultural space on shared value creation and consideration of corporate image examined, this study intended to identify the impact of corporate complex cultural space and to suggest an designation which could make corporate complex cultural space place for reciprocal growth become. For the purpose, normal adults of 358 who experienced of visiting corporate complex cultural space were sampled and the survey was conducted. The total data of 350 excluding 8 respondents who were incomplete among the data collected were utilized to analyze a mediating effect of sense of place of corporate complex cultural space on shared value creation and corporate image. The findings showed as follows. First, sense of place of corporate complex cultural space had the direct positive effect on shared value creation and corporate image. This result revealed that positive cognition toward the sense of place of corporate complex cultural space not only fostered shared value creation but also had the desirable influence on corporate image. Second, shared value creation had the direct positive effect on corporate image, which showed the high level of shared value creation, the better corporate image. In addition, sense of place of corporate complex cultural space had the indirect positive effect on corporate image, which showed the sense of place the positive effect on improvement of corporate image mediating shared value creation. Consequently, the study implicates that with the need of cultural enjoyment of consumer met the corporate complex cultural space could contribute to shared value creation as well as have the positive influence on corporate image. In the future, indispensability of corporate complex cultural space design to satisfy the novel and diverse cultural experience and foster the corporate image in corporate complex cultural space should be suggested for corporate.

CSR 연상이 기업 이미지에 미치는 영향

윤남수(Namsoo Yoon),윤예린(Yerin Yoon) 대한경영학회 2016 大韓經營學會誌 Vol.29 No.9