항공사의 국제적 사회문화공헌이 브랜드이미지에 미치는 영향

A Study on the Effect of the Airlines’ International Social & Cultural Philanthropy on Brand Image

This paper aims to discuss a effect of the airlines’international social and cultural philanthropy on brand image. As a research method, the empirical study, a survey of 312 airlines’ customers, consists of descriptive statistic analysis, exploratory factorial analysis, reliability analysis, and multiple regression analysis using SPSS 21.0 for windows. As a result, three significant factors have turned out to be positively related to brand image. First, corporate s international educational and cultural philanthropy, improvement of living condition and environmental protection factors affect brand image. This result has implications that as people conceived airlines social and cultural philanthropy, people perceived the airlines’ brand image is improved. This research presents more practical and meaningful strategy guideline for the airlines’ international social and cultural philanthropy.