Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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Impact of ESG Activities on Brand Value

ESG 활동이 브랜드 가치에 미치는 영향

  • Yong Geun Choi ;
  • JongDae Kim
  • 최용근 (인하대학교 녹색금융전공) ;
  • 김종대 (인하대학교 경영학과)
  • Received : 2024.05.12
  • Accepted : 2024.05.27
  • Published : 2024.06.30
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Abstract

The purpose of the study is to examine the impact of ESG activities on brand value by linking the effectiveness of ESG activities to marketing, the most core part of a company. This study conducted an empirical analysis targeting companies listed on KOSPI and KOSDAQ from 2016 to 2022. Looking at the empirical analysis results of this study, first, in the individual analysis of ESG activities, it was confirmed that E (Environment) and G (Governance) have a significant positive influence on brand value. Second, in the environmental field, stakeholder response had a significant positive relationship with brand value, and in the governance field, the board of directors had a significant positive relationship with brand value. Through this study, we can provide logical evidence proving that ESG activities are important activities that must be carried out in advance to increase brand value. Among ESG activities, it was found that stakeholder response activities in the environmental field and board-related matters in the governance field play an important role in increasing brand value. It is also expected that it will serve as a catalyst for research on the importance of ESG activities in the marketing field.

본 연구는 ESG 활동의 효과성을 마케팅 관점에서 접근하여, ESG 활동이 기업의 브랜드 가치에 미치는 영향을 실증적으로 살펴보는 데 목적이 있다. 본 연구는 2016년부터 2022년까지 코스피와 코스닥에 상장된 기업을 대상으로 실증 분석을 실시하였다. 본 연구의 실증 분석 결과를 보면, 첫 번째, ESG 활동 개별 분석에서 E(환경)와 G(지배구조)는 브랜드 가치에 유의한 정(+)의 영향을 미치는 것을 확인하였다. 두 번째, 환경 분야에서는 이해관계자 대응이 브랜드 가치와 유의한 정(+)의 관계가 나타났고 지배구조 분야에서는 이사회가 브랜드 가치와 유의한 정(+)의 관계가 있었다. 본 연구를 통해 ESG 활동이 브랜드 가치를 올리는 데 선행적으로 행해져야 할 중요한 활동임을 증명하는 논리적 근거를 제시할 수 있다. ESG 활동 중에서도 환경 분야의 이해관계자 대응 활동과 지배구조 분야의 이사회 관련 사항이 브랜드 가치를 올리는 데 중요한 역할을 하다는 것을 밝혀내었다. 또한 마케팅 분야에서도 ESG 활동의 중요성을 연구하는데 마중물 역할을 할 것으로 기대한다.

Keywords

Acknowledgement

본 연구는 정부(환경부)의 재원으로 한국환경산업기술원의 『녹색융합기술(녹색금융) 특성화대학원』 사업의 지원을 받아 수행됨.

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