기업의 공익연계마케팅이 성과에 미치는 영향 연구

The Effect of Cause-Related Marketing Types on Corporate Performance

This study has contemplated on what effects there are in the performance of company in case of spreading the cause-related marketing by classifying the charity/functional cause activity types according to the characteristics of company. Specifically, the characteristics of company have been divided into business type, scale and form while the cause-related marketing has been defined as charity cause activity and functional cause service activity to select as to independent variables to have effect on the performance of corporation. To accomplish the purpose of this study, the framework of this study has been established by closely examining the domestic and foreign books, journals, other theses, internet and related publications or press medial materials. Subsequently, 500 copies of questionnaires have been distributed targeting large corporations, mall & medium enterprises and (preparatory) social enterprises through the Questionnaires method to verify the hypothesis of this study while 174 copies among them have been collected and a total of 152 copies of effective samples have been collected. The results and implications derived from this study are summarized as follows. First, the charity cause marketing activity type was shown as having positive effect on the corporate performance. Second, the functional cause marketing activity type was shown as having positive effect on the corporate performance. Third, the study result that the effect of charity cause marketing on corporate performance varies depending on business type could be gained. Therefore, it could be considered that the effect of charity activity on corpoate performance gets moderated depending on business type. Fourth, the study result that the effect of charity cause marketing on corporate performance varies depending on the form could be gained. Therefore, it could be considered that the effect of charity activity on corporate performance gets moderated depending on the form of company. Accordingly, this study is able to find its significance from the fact that it has caused to bring up an issue of new perspective which could not be presented in the existing previous studies.