서비스 기업의 사회적 책임 활동이 기업이미지, 브랜드이미지, 구매의도에 미치는 영향 = The effects on corporate image, brand image and purchase intention of Service companies` social responsibility

다국어 초록 (Multilingual Abstract)

This study aims to provide practical implications by analyzing the effects on corporate image, brand image and purchase intention of service companies` social responsibility, targeting ``VIPs`` run by CJ Foodvill and ``Western Chosun Hotel`` run by Shinsegae Group. The results of the analysis of this study show as follows: First, among social activities of corporate, economic responsibility, ethical responsibility and charitable responsibility except for legal liability has directly effects on corporate image. This indicates that corporations should do various responsible activities strategically since economic responsibility, ethical responsibility and charitable responsibility have many effects on improving corporate image. Second, economic responsibility, ethical responsibility and charitable responsibility except for legal liability among social activities of corporate have directly effects on corporate brand image. Especially they show that activities of ethical responsibility have many effects on brand image as well as corporate image. Third, corporate image does not have an effect on purchase intention directly. Maybe this is because relatively the corporate image isn`t re realized by consumers, since corporation and brand name as the objects of this study are different completely. Fourth, brand image has an effect on purchase intention directly. This indicates that corporations need to consider raising brand image first of all in order to raise consumers` purchase intention.