프로배구단의 사회적 책임활동이 기업브랜드자산과 기업이미지에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study is to find out the relations among CSR of pro volleyball club, brand property and corporate image. The subjects of this study were spectators who came to watch games that were held from August 11th through 21st in Suwon-si during 2011 KOVO Cup. According to hypothesis testing, 203 questionnaires were analyzed. The results of this study were as follows:
First, for the relations between CSR and brand property, corporate effect(p<.001) and society effect(p<.05) had a positive effect on brand image. And for the relations between CSR and brand perception, corporate effect(p<.001) had a positive effect on brand perception.
Second, for brand property and product image, brand perception(p<.01) and brand royalty(p<.001) had a positive effect on product image. For the relations between brand property and community service image, brand image(p<.05) and brand perception(p<.001), brand royalty(p<.05) had a positive effect on community service image. And for brand property and specialized corporate image, brand perception (p<.001) had a positive effect on specialized corporate image.
Third, for the relations between CSR and product image, society effect(p<.001) had a positive effect on product image. And for CSR and community service image, corporate effect(p<.001), society effect(p<.05) and region effect(p<.05) had a positive effect on community service image. And for the relations between CSR and specialized corporate image, society effect(p<.001) and region effect(p<.01) had a positive effect on specialized corporate image.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구목적 및 연구가설 3
• 3. 연구모형 4
• 4. 용어의 정의 5
• 5. 연구의 제한점 6
• Ⅱ. 이론적 배경 7
• 1. 사회적 책임활동 7
• 2. 브랜드자산 16
• 3. 기업이미지 21
• Ⅲ. 연구방법 25
• 1. 연구대상 25
• 2. 측정도구 26
• 3. 측정도구의 타당도와 신뢰도 27
• 4. 조사절차 및 자료처리 32
• 5. 연구절차 32
• Ⅳ. 결과 및 논의 34
• 1. 사회적 책임활동이 브랜드자산에 미치는 영향 34
• 2. 브랜드자산이 기업이미지에 미치는 영향 36
• 3. 사회적 책임활동이 기업이미지에 미치는 영향 39
• Ⅴ. 결론 및 제언 43
• 1. 결론 43
• 2. 제언 44
• 참고문헌 45
• 부 록 51
• ABSTRACT 54