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PR이벤트가 기업이미지와 브랜드충성도에 미치는 영향에 관한 연구

제미라, 황혜진

관광경영학회 관광경영연구 제15권 제2호 통권 47호 2011.06 pp.105-127

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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.

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