Earticle

초록

영어

This study was undertaken to figure out the influence of airline’s corporate social responsibility on corporate image, brand value, brand loyalty. The research results are as follows. First, in the relationship between corporate social responsibility activities and corporate competitiveness, social contribution activities, economic activity responsible and customer-facing activities affect the company's competitiveness. Which showed the influence of the economic activities most significant responsibility, environmental responsibility activities were not to be affected. Second, corporate image was composed of corporate competitiveness, public activities, both variable was analyzed that the impact on the brand values, brand loyalty. Third, brand value was shown to affect brand loyalty. Fourth, it was confirmed that on the relationship corporate social responsibility and corporate image, self-congruity has partially significant effect on the relationship. The moderating effects through self-congruity in relation to the economic activity and corporate competitiveness and the relation to social contribution activities and public activities were found. In this study, customer-facing activities was used as a measurement tool of corporate social responsibility and it is the biggest influencers in the relationship between corporate social responsibility and public activities of the airlines.

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 이론적 배경
  1. 사회적 책임활동
  2. 기업 이미지
  3. 브랜드 가치
  4. 브랜드 충성도
  5. 자아일치성
  6. 개념 간의 관계
 Ⅲ. 연구설계
  1. 설문지 구성과 자료수집
  2. 분석방법
 Ⅳ. 분석결과
  1. 조사 대상자의 인구 통계적 특성
  2. 신뢰성 및 타당성 검증
  3. 가설 검증 결과
 V. 결론
 참고문헌

키워드

저자

• 박희정 [ Heejung Park | 동아대학교 박사 ]
• 최규환 [ Kyuhwan Choi | 동아대학교 국제관광학과 교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  관광경영연구 [Journal of Tourism Management Research]

• 간기

  연7회

• pISSN

  2092-528X

• 수록기간

  1997~2021

• 십진분류

  KDC 326 DDC 338