기업의 CSR 활동이 브랜드 자산에 미치는 영향: 이동통신 기업의 브랜드 신뢰를 매개로

초록

This research is about relationship between CSR activity on Brand Equity with mediation effect of brand trust for telecommunication companies, such as SKT, KT, LG U+, in Korea. Based on Customer's perception this researcher would like to analyze and give relative practical advice for similar companies and others. This research has value in terms of CSR, Brand Trust, and Brand Equity in this complicated market. The SEM (Structural Equation Model) result of this paper shows positively CSR activity on Brand trust, and Brand equity. Modeling the results shows the effects of Corporate's Environmental＆Social, Law＆Ethics, Economical＆Philanthropic responsibilities with Customer's Brand Satisfaction＆Oral tradition, Brand Recognitions&Competitiveness in Brand equity. As a result of this research, corporate law&ethical responsibility was found to have strong association to Brand Satisfaction＆Oral tradition, and also it could be a result of strong company's sales.

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