The purpose of this study is to understand the effectiveness of a company PR event on corporate image and brand loyalty. It mainly focuses on the expected effect of PR events. Accordingly, this study researches actual status of domestic company PR events and it's representative cases. Furthermore, it hypothesizes that a PR event has an impact on corporate image and brand loyalty. As a result of the analysis, it was proven that a PR event has a significant impact on corporate image and brand loyalty. A PR event influences every factor of corporate image and brand loyalty. Thus, all of the hypotheses advanced in this study were proved positive. That is, a positive attitude towards a PR event contributes to build preferable corporate image and enhances it's brand loyalty. It is found that a PR event has more impact on the image related to corporate social responsibilities and prevents customer migration. It also indicates that financial companies are able to sustain a competitive advantage by successfully performing PR events.
ABSTRACT I. 서론 II. 이론적 배경 1. 기업이벤트 2. PR이벤트 3. 기업이미지 4. 브랜드 충성도 III. 연구설계 1. 가설설정 2. 변수의 조작적 정의 3. 조사설계 및 분석방법 IV. 분석결과 1. 표본의 일반적 특성 2. 타당도 및 신뢰도 분석 3. 가설검증 V. 결론 참고문헌
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