외식기업의 브랜드 친숙도와 사회공헌경험이 브랜드태도와 구매의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate effect of brand familiarity and personal experience of social responsibility activity on brand attitude and purchase intention in CSR -Corporate Social Responsibility. The survey has been conducted with self administered questionnaires from 236 students at Seoul and Gyeonggi Area. Statistics handling of this research used SPSS and AMOS statistics package program. The research result shows, first of all, brand familiarity significantly influences brand attitude and purchase intention. Secondly, personal experience of social responsibility activity significantly has an effect on brand attitude. At last, brand attitude based on cause -related marketing make increase purchase intention. This result suggests the implication that the foodservice corporation needs to make customers familiar before promoting CSR program. Moreover, the foodservice corporate needs customer to experience in social responsibility program so that they can have good attitude. CSR is the more important for brand image and should consider consumer`s psychographic factors.