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The Effects of Brand Loyalty on Corporate Social Responsibility(CSR) Activities

사회공헌활동이 브랜드충성도에 미치는 영향에 관한 연구

  • 이성희 (금오공과대학교 컨설팅대학원) ;
  • 김영진 (금오공대 그린에너지 융합지원센터) ;
  • 정구상 (금오공대 컨설팅R&D센터) ;
  • 이현수 (금오공과대학교 산업공학부) ;
  • 김선아 (금오공과대학교 산업공학부) ;
  • 김태성 (금오공과대학교 산업공학부)
  • Received : 2012.12.04
  • Accepted : 2013.02.20
  • Published : 2013.02.28

Abstract

The purpose of this study is to examine the moderating effects of social contribution activities perception between brand loyalty and marketing strategies. First, this thesis has reviewed that marketing mix 4P's(product, price, promotion, place) still influence on the brand royalty on smart-phone market. Second, this research examined that perception on social contribution activities is an important moderate variable between marketing activities and brand royalty. Also, this research found that moderating effect of social contribution activities perception is more significant at the high-perception group on social contribution activities than low-perception group. Finally, this study verified that product/price/promotion strategy and social contribution activities have effect on brand royalty depend on social contribution activities perception. Recently many businesses are using Corporate Social Responsibility(CSR) as a strategic tool and also social interests on the effect of CSR are increasing. Therefore, this study reaffirmed by the CSR that affect customer brand loyalty, are expected to contribute to improve awareness of CSR activities.

Acknowledgement

Supported by : 금오공과대학교