카지노의 사회적 책임이 기업이미지와 기업신뢰에 미치는 영향연구 = Impact of Social Responsibility Activity of Casino on the Corporate Image and Reliability

다국어 초록 (Multilingual Abstract)

Research of this paper reveals how cultural marketing of social responsibility activity differently impacts the corporate image and reliability and suggests alternatives to the social responsibility activity. Moreover, the main goal of this research is to provide lesson on the corporate image and corporate reliability through cultural marketing. Based on both the scholastic and practical research method, this research came up with a conclusion as follows. First, one main hypothesis and four sub-hypothesis were made in order to prove the impact of social responsibility activity of casino on the corporate image. T value of ‘economical responsibility’ was 7.037 under the statistical level of significance. However, ethical responsibility, legal responsibility, philanthropic responsibilitydid not have impact on the corporate image and reliability. Second, one main hypothesis and four sub-hypothesis were made in order to prove the impact of social responsibility activity of casino on the corporate reliability. T value of ‘economical responsibility’ was 8.372 and t value of philanthropic responsibility was 3.384. Following that, and t value of legal responsibility was 2.368 and and t value of ethical responsibility was 2.633, which indicates its negative impact on the corporate reliability. Third, one main hypothesis were made in order to prove the impact of corporate image of casino on the corporate reliability. T value of corporate image was 17.540under the statistical level of significance.

참고문헌 (Reference)

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