• Title/Summary/Keyword: 책임보험

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The Effect of Social Responsibility Activities of Insurance Company on Consumer Based Brand Equity and Intention to Pay Premium Price : Moderating Effect of the Level of SNS Usage (보험회사의 사회적책임활동이 고객기반 브랜드자산과 프리미엄가격 지불의도에 미치는 영향 : SNS 활용수준의 조절효과)

  • Cheun, Bu-Gi;Park, Hyeon-Suk
    • Journal of Digital Convergence
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    • v.18 no.8
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    • pp.185-199
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    • 2020

  • This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys, this study has proved that economic and charitable activities had a effect on customer-based brand assets, also economic and environmental activities had a effect on intention to pay premium prices. In addition, the mediating role of the customer-based brand asset between economic and charitable activities and intention to pay premiums was proved. Lastly, it was confirmed that the level of SNS usage moderates the relationship between economic activities and customer-based brand assets. Based on the results, this study provides insurance companies with an effective marketing strategy of the CSR program.

  • https://doi.org/10.14400/JDC.2020.18.8.185 인용 PDF KSCI