기업의 사회적책임(CSR)활동 적합성이 브랜드태도에 미치는 영향:소비자의 기부성향 및 CSR 메시지 프레이밍을 중심으로

목차 (Table of Contents)

• 요약
• 1. 서 론
• 2. 이론적 배경 및 가설의 설정
• 1) 지각된 기업의 활동이미지와 CSR활동의적합성
• 2) CSR활동 적합성과 소비자 기부유형의 관계
• 3) CSR활동 적합성과 CSR 광고메시지프레이밍
• 4) CSR활동 적합성, 기부유형과 브랜드시장지위와의 관련성
• 3. 실험 1
• 1) 실험설계 및 실험 자극물의 선정
• 2) 본조사
• 3) 실험 조작의 확인
• 4) 실험결과 및 가설검증
• 4. 실험2
• 1) 실험설계
• 2) 본조사
• 3) 실험 조작의 확인
• 4) 실험결과 및 가설검증
• 5. 결 론
• 1) 연구결과 및 시사점
• 2) 연구의 한계점 및 향후 연구 방향
• 참고문헌
• Astract

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