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An Effect of CSR Engagement on Brand Image in the Food Service Industry

푸드서비스 산업에서 CSR의 참여 효과가 브랜드 이미지에 미치는 영향

  • Xue, Jiyu (Symbiotic Life Tech Research Institute (Research center for food, nutrition & food service management), Yonsei University) ;
  • Kim, Changsik (Dept. of Global Tourism, Baewha Women's University) ;
  • Ham, Sunny (Symbiotic Life Tech Research Institute (Research center for food, nutrition & food service management), Yonsei University)
  • Received : 2019.02.15
  • Accepted : 2019.03.18
  • Published : 2019.03.30

Abstract

The purpose of this study was to explore the moderating effect of food safety scandals on the relationship between food company's Corporate Social Responsibility(CSR) engagement at different levels and brand image in the Chinese dairy company context. In addition, this study also examined the mediating effect of brand image on CSR engagement and consumer loyalty. The study adopted a $2{\times}2$ between-subjects experimental design using scenarios. Four scenarios provided a mixed combination of yes or no cases for food safety scandal, and high or low cases for a dairy company's CSR engagement. In this study, survey was used to collect data from Chinese consumers. Of these, 377 valid data were collected from a sample of average Chinese consumers over the age of 20, collected through the internet. The results show that CSR engagement at different levels has a significant effect on brand image and food safety scandal has a significant moderating effect on the relationship between the two. This study expanded the previous study on the sensitivity of consumers to CSR activities in eastern China. At the same time, according to the results of the study, different CSR engagement of food enterprises does have a significant impact on brand image and consumer loyalty. In particular, high CSR engagement reduces negative impact on brand image through the moderating effect of food safety scandals. Therefore, for food business managers, actively participate in CSR activities, and actively enhance the engagement has a significant influence on the management of brand image.

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Research Model

Description of the respondents

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Results of regression analysis for moderation by food safety scandal

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Results of mediating effect test

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