담배회사의 전략적 사회 공헌 활동이 담배회사 이미지, 담배회사－공중 관계, 담배회사 태도에 미치는 영향 = The Effect of Tobacco company`s Strategic CSR Activities on the Corporate Image, Company-Public Relationship, and Attitude

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine how strategic CSR activities influence the attitude toward tobacco company and to provide a foundation for the regulation of tobacco companies` CSR activities. For the purpose, it investigated how the perception of Tobacco company`s CSR activities affected the attitude toward tobacco company through company image and company-public relationship. The results indicated that the perception of Tobacco company`s CSR activities affected corporate image, company-public relationship, and attitude toward the company. Moreover, company image influenced company-public relationship and attitude toward the company, and company-public relationship affected the attitude. As a result, tobacco company`s CSR activities affected directly and indirectly the attitude toward the company through company image and company-public relationship. In particular, the CSR activities` direct influence on the attitude was larger than indirect one through company image and company-public relationship, and the indirect influence through company image was larger than that through company-public relationship. These results provide a foundation for regulating tobacco company`s strategic CSR activities.