사회공헌활동 효과에 기업 이미지 및 구매 의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

The rising importance of sustainable development led major corporations to pay attention to customer communication with regard to corporate social responsibility (CSR). This research shed light on the impact of CSR related actions. Our findings show that their effect on corporate image and purchase intention strengthens as they are closely related to the corporation's business area. As well, the purchase intention effect is found to be higher in case of high involvement products than that in case of low involvement ones.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경 및 연구 가설
• 3. 연구 방법
• 4. 실험 결과 및 가설 검증
• 5. 시사점 및 연구 한계
• 참고문헌

참고문헌 (Reference)

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