Earticle

초록

영어

Corporate social responsibility (CSR) issues have received attention of consumer, communities and policy makert due to importance of CSR. The purpose of this paper is to investigate the effects of CSR (ethical, environmental and well-being CSR) on customer loyalty through brand image and customer trust as well as moderating effect of authenticity. The study proposes that CSR has a positive impact on brand image and customer trust, which influence customer loyalty as well. In addition, the result shows that the moderating effect of authenticity is sinificant.
Therefore, this study highlights the importance of managing CSR for corporate that intends to enhance customer loyalty. Fast food firms must consider how authentic CSR activities in connection with corporate goal are effective and strategic in the era of rising share value.

목차

Abstract
 1. Introduction
 2. Literature Review
  2.1. CSR and Brand Image
  2.2. CSR and Customer Trust
  2.3. Relationships Among Brand Image, Customer Trust, Customer Loyalty
  2.4. Moderating Effect of Authenticity
 3. The Research
  3.1. Research Model
  3.2. Research Methodology
 4. Findings
 5. Conclusions
 References

키워드

저자

• Kihan Chun [ Department of Business Administration, Gyeongsang National University, 501, Jinju-Daero, Jinju52828, South Korea ]
• Wonseok Bang [ Department of Business Administration, Gyeongsang National University, 501, Jinju-Daero, Jinju52828, South Korea ] Corresponding author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605