• Title, Summary, Keyword: 사회공헌활동

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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.

A Study on the Motives and Effects of Corporate Mecenat Activities (기업 메세나활동의 동기와 효과에 관한 고찰)

  • Park, Min-Saeng
    • Management & Information Systems Review
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    • v.28 no.3
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    • pp.117-140
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    • 2009
  • The purpose of this study is to investigate the effects of corporate mecenat activities, ultimately making more firmly established the theory of mecenat activities from the perspective of marketing. For the purpose, this researcher examined the motives of such activities and analyzed the current state and problems of those activities in Korea. In this study, the motives of corporate mecenat activities are largely classified into the improvement of corporate image, which is identified from the view of cultural investment, and direct corporate profits like tax favor, from the view of marketing. Regarding the effects of corporate mecenat activities, P. Kotler and J. Scheff suggested that in future, corporate supports to art would be the most remarkable part of marketing. In association, the Australian Foundation for Culture & Humanities and Arthur Andersen described the effects of corporate mecenat activities in form of cultural investment largely in terms of business, market and employees. In a similar vein, the Korea Business Council for the Arts classifies the effects of corporate mecenat activities largely into three, corporate legitimacy, market advantage and benefit to employees. In relation to corporate mecenat activities, now, the theory of mecenat which is established from the perspective of marketing is considered more persuasive than that which is provided from the perspective of philanthropy. For more corporate efficiency and effectiveness, in conclusion, it's needed to orient the theory of mecenat from the perspective of marketing.

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A Study on the Effect of the Corporate Social Responsibility Activities on Brand Equity and Purchase Intention - Focused on Moderating Effect of the Customer's Mobile Communication Service Quality - (기업의 사회적 책임활동이 브랜드 자산과 구매의도에 미치는 영향에 관한 연구 -이동통신 이용고객의 서비스품질 조절효과를 중심으로 -)

  • Park, Nam-Goo
    • Journal of Digital Convergence
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    • v.12 no.12
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    • pp.189-202
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    • 2014
  • This study is to find the mobile communication corporate social responsibility activities on brand equity for the purchase intention of the Company's social responsibility activities impact study of 3's customers using mobile communication service quality services residing in Daejeon to analyze whether the control acts through. Results of the study on social responsibility activities brand equity, brand equity is showed to influence purchase intention, showed that the moderating effect between service quality through the purchase of brand equity. In this study, in order to increase the company's ultimate goal is also to improve the brand image of buying through corporate social responsibility activities, we derive a result that can increase the purchasing needs of consumers by providing differentiated service quality research.

Study of the corporate image and product attitude in view of consumer perception of corporate social responsibility ; - focus on the moderating effect of self-image accordance (사회적기업의 책임활동에 대한 소비자 인식이 기업이미지와 제품 태도에 미치는 영향에 관한 연구 - 자아이미지 일치성의 조절효과를 중심으로 -)

  • Jin, Yong-Sam;Lee, Jae Kwang
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.15 no.12
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    • pp.7077-7092
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    • 2014
  • This study examined that how the corporate social responsibilities of a social enterprise affect their image and product attitude. In particular, separating into a real self-image and social self-image, the moderate effects of the accordance of self-image were tested. The results showed that each corporate social responsibility of a social enterprise affects their image except for social image. In addition, an accordance of the real self-image moderates the effect of the corporate activity image and social contribution activity image on the product attitude.

Internet article's context and attention effects of the attitude toward advertising and corporate image (인터넷 기사의 맥락과 주목도가 광고태도와 기업이미지에 미치는 효과)

  • Kim, Eun-Hee;Yu, Seung-Yeob
    • Journal of Digital Convergence
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    • v.10 no.4
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    • pp.129-136
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    • 2012
  • This study is presented on the corporate advertising strategy utilizing internet on corporate social responsibility in the context of the articles. To this end, Internet articles divided into positive and negative contexts, and has even attracted the attention of Internet articles and high /low and then separated into groups on ad attitudes and corporate image, the interaction effect was examined. Firstly, the Internet, a low level of condition of the article noted, in the context of a positive than a negative context, recall rates were higher. Second, the context of Internet articles and attention on the interaction effect between attitude toward advertising appeared. Third, the context of Internet articles and attention on the interaction effects between the corporate image appeared. Finally, the context of Internet articles and attention on competitive interactions between the corporate management was effective. Thus, the context of Internet articles based on the level of attention and context to determine the effect of advertising by consumer advertising awareness and favorable attitude toward corporate advertising and corporate image enhancement and competitiveness of business management can be an effective strategic plan suggests that.

Analysis and Implication of Corporate Social Responsibility(CSR) Management of Japanese Firms (일본 기업의 사회공헌 경영의 실태분석과 시사점)

  • Kim, Hong-Gi
    • The Journal of the Korea Contents Association
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    • v.16 no.8
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    • pp.357-365
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    • 2016
  • By examining Corporate Social Responsibility (CSR) activities and investigating its current conditions of Japanese companies, which have relatively high reliability in global market and similar oriental ways of thinking in aspect of corporate culture, the study tries to suggest the direction of Korean companies' CSR. As result, the study found that Japanese companies actively participate in the array of actions of giving information about their CSR activities and collecting others opinions to promote their company and brand images. Therefore, this research suggests the following CSR implications: First, companies need to establish a responsible department and responsible system for CSR. Second, they need to reorganize business ethics. Third, companies must provide information about their CSR activities and improve the CSR awareness. Lastly, they need to make strong efforts to communicate with consumers and take actions to consumer correspondence actively.

A Study on the Marketing Performance Using Social Media -Comparison between Portal Advertisement, Blog, and SNS Channel Characteristics and Performance- (소셜미디어 마케팅 성과에 관한 연구 -포탈 광고, 블로그, SNS 채널의 특징과 성과 비교를 중심으로-)

  • Chang, Yun-Hee
    • Journal of Digital Convergence
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    • v.10 no.8
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    • pp.119-133
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    • 2012
  • Recent rise of social media channel is changing social and economic paradigm and is being used as an effective communication in marketing. The following research analyzes the most employed social marketing tools such as portal advertisement, blogs, and SNS channels to effectively execute social media marketing from performance indicator and ICSI perspective, analyzes each channel's characteristics and results based on Korea distribution companies' case studies and suggests a framework to effectively use each channel. Portal site advertisements are the most effective channel to draw customers with new information and are thus linked to profit by corporations with excessive budget and workforce. Blogs target a specific range of customers providing quality information and knowledge thus improving a corporation's and its product's trustworthiness, spread the word by allowing customers to scrap the information, form social groups and synthesize ideas, events, new contents and social involvement with loyal customers. SNS channels allow customers to get involved in real time information and events, grow through network by the power of customers, react immediately to customers' needs, and execute real-time market and customer reports. Though national corporations currently rely heavily on portal site advertisements, insightful marketing professionals are showing financial results with blog and SNS. In the future, based on a precise understanding of each channel's benefits and expected results, and with a focus on flexibility, timeliness and integrated use of each channel, a portfolio of dynamic marketing as a maximizing strategy could be synthesized.

A Study on the Outcome Indicators for Measuring Public Libraries´ Impact on the Community (공공도서관의 지역사회에 대한 영향력 평가 지표 개발에 관한 연구)

  • Cha, Mi-Kyeong
    • Journal of the Korean Society for Library and Information Science
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    • v.37 no.4
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    • pp.311-328
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    • 2003
  • Outcome indicators measuring public libraries´ impact on the community and individual community members have a great utility on the accountability improvement better management and role enhancement. This study identifies such areas of demonstrating public library impacts as economic value, social contribution, and information literacy, by literature review. A framework pertinent to develop public library outcome indicators is suggested for implementing outcome based evaluation in an individual public library´s environment.

A Comparative Case Study on the CSR Strategies of Toyota and Hyundai Motors in China (중국에서의 도요타와 현대자동차의 CSR전약에 관한 비교 사례분석)

  • Seo, Min-Kyo
    • International Commerce and Information Review
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    • v.13 no.4
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    • pp.151-176
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    • 2011
  • Recently, the importance and requirement for Corporate Social Responsibility(CSR) is continuously growing in both korea and foreign countries. This paper tried to analyze on the theoretical trend of CSR and to draw out managemental implications for Korean firms' global CSR strategy by means of comparative case study for the CSR activities of Toyota and Hyundai Motor in China. The results and implications of this study are as follows. First, this study showed that these companies had carried out a systemic legal and ethical responsibility. Second, according to the model of Porter & Kramer and Ibuki Eiko, these companies had recognized the importance of CSR and had recently begun to implement their strategic CSR Third, Toyotas' CSR activities in China are more closely related to auto industry and more strategic in compare with Hyundai Motors' CSR activities in China. Fourth, therefore, the more strategic and long-term planned effective CSR activities of Korean firms in China will be needed in the future.

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Right Guarantee Level of Job Creation Project for the Elderly by Participation Type : Focused on Madrid International Plan of Action on Ageing (노인일자리사업의 참여유형별 권리보장 수준에 관한 연구 -고령화에 관한 마드리드 국제행동계획을 중심으로-)

  • Yoon, Young-Ji;Lee, Sun-Woo
    • The Journal of the Korea Contents Association
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    • v.15 no.5
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    • pp.219-227
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    • 2015
  • This study analyzes the right guarantee level of Job Creation Project for the Elderly by participation type based on Madrid International Plan of Action on Ageing. The analysis is conducted using '2012 Job Creation Project for the Elderly Participants Survey' of Korea Labor Force Development Institute for the Aged. The major findings are as follows: First, "social contribution" type's implementation level of "active participation in society and development" is not high enough. Second, considering the average age of the participants, the level of "work and the ageing labor force" is high enough while the practical level is not high in market. Third, the level of "access to knowledge, education and training" is not enough within "market entrance" participants. Fourth, the level of "poverty reduction" and "income security" is not high. Based on the results, this study proposes that the quality of "social contribution" type's occupations and "market entrance" type's education should be improved. Also, the wages of the entire occupations provided by this project need to be raised.