기업의 공유가치창출이 브랜드 자아 연대의식 및 브랜드 충성도 형성에 미치는 영향에 관한 연구

The Effects of The Creating Shared Value on Building Self-Brand Connection and Brand Loyalty

The purpose of this study is to investigate the relationship between association of a company’s CSV activity and association of corporative competence and consumers’ self-brand connection. The study examine how consumer self-brand connection affect self-identification and corporate identification as well as how these factors influenced on brand loyalty. The paper attempts to examine authenticity of CSV activity and product plays a moderating role when association of CSV and authenticity of product affects self-brand connection. a total of 700 consumers who have experience with the target company and products. A target company was selected by investigates. The company is one manufactures as well as implements CSV activities as a means of ethical management. The results indicated that CSV association and corporative competence are closely related to the self-brand connection. Such attitude in turn affected the consumers’ formation of self-and corporate-identification and brand loyalty. Authenticity of CSV activity and product was proven to play a moderating variables for brand loyalty and perception of company.