사회공헌활동 효과에 기업 이미지 및 구매 의도에 미치는 영향에 관한 연구

초록

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.

키워드