• Title/Summary/Keyword: 기업의 사회공헌

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Studies on Executions of Brand Activism: Focused on In-depth Interviews with Brand Managers (브랜드 액티비즘의 구현방식 연구: 브랜드 담당자의 심층 인터뷰를 중심으로)

  • Park, Hayoung;Lee, Cheolhan
    • The Journal of the Korea Contents Association
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    • v.21 no.10
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    • pp.194-203
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    • 2021

  • With the spread of Corona virus l spreading to the uncertainty of society, consumers request more active social responsibility programs. In other words, it is manifest that corporate brands are required to pursue the public interests. Consumers go beyond the corporate social responsibility programs and support corporate's involvement to solve the social problems and they consume the brand accordingly. Thus, the companies respond to the consumers' request as a form of brand activism, or the new social marketing form in which the companies set the brand as an individual and seek the solutions of social issues. In this study, five experienced experts in the area were recruited to conduct in-depth interviews and how brand activism was practiced worldwide. The results reveal that brand activism is actively practiced with the support of consumers in the area of support for the small business, anti-racism efforts, gender diversity and equality, and sustainability.

  • https://doi.org/10.5392/JKCA.2021.21.10.194 인용 PDF KSCI HTML

Impacts of Coffee Shop Companies' Mecenat Activity on Identification, Corporate Image, Love Mark and Loyalty (커피전문점 기업의 메세나 활동이 동일시, 기업이미지, 러브마크, 충성도에 미치는 영향)

  • Kim, Su-Yeon;Byun, Gwang-In
    • The Journal of the Korea Contents Association
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    • v.18 no.9
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    • pp.482-497
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    • 2018

  • This study would investigate the impacts of coffee shop companies' mecenat activity on identification, corporate image, love mark and loyalty. For sampling, an investigator who visited the coffee shops in person conducted surveys with customers. 800 copies were distributed for 11 days from May 23 through June 2, 2018, and excluding unreliable questionnaires from the collected questionnaires, 711 copies were used in the final analysis. As a result of the analysis, it turned out that the higher social contribution, purity, public interest and preference, the higher identification became. Also, the higher social contribution, public interest and preference, the higher corporate image became. On the other hand, it turned out that purity had a negative (-) impact on the corporate image. It turned out that purity and preference had positive impacts on the love mark, while did not affect social contribution, while public interest had a negative (-) impact on that. It turned out that identification had a positive impact on the corporate image, and identification and corporate image had positive impacts on the love mark. Also, identification, corporate image and love mark had positive impacts on loyalty. It is expected that the above research result would provide practical implications for coffee shop companies' marketing techniques in the future, and further, it is judged that it would play a positive role in the quality of life of consumers who experience coffee shop companies' mecenat activity.

  • https://doi.org/10.5392/JKCA.2018.18.09.482 인용 PDF KSCI

The Study of the Contest Exhibition on Corporate Image and Behavior Intention (공모전이 기업이미지와 행동의도에 미치는 실증연구)

  • Kim, Yoon-Hee
    • The Journal of the Korea Contents Association
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    • v.17 no.12
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    • pp.590-599
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    • 2017

  • This research conducted a positive research to raise the effect of contest exhibitions as PR mechanism, considering the present condition increase in number of consumer participating in contest exhibitions and increase in organizations hosting such exhibitions. This research investigated whether there are differences in corporate image and behavior intention before and after the exhibition. Furthermore, it verified whether there are differences in behavior intention depending on level of satisfaction after exhibition. For the research, 139 university students from 7 universities nationwide who participated in exhibition hosted by public organizations were selected for analysis. The result shows that there are changes in corporate image and behavior intention before and after exhibitions. The corporate image depending on satisfaction level after exhibition shows that there are significant changes in professional image and trust image, but not in social contribution image. Based on the research result, we verified the value and effect of contest exhibitions.

  • https://doi.org/10.5392/JKCA.2017.17.12.590 인용 PDF KSCI