기업의 사회적 책임 활동 효과에 영향을 미치는 요인에 관한 연구

The Variables Influencing the effect of Corporate Social Responsibility Activities: Focusing on the Negative Information Before and After Exposure to the Public s Perception and Fit

This study conducted a survey in order to examine how meaningful difference the act of corporate social responsibility (CSR) creates for the company’s image and brand attituded, depending on the relevance of the CSR activities and the company’s products as well as the public perception. The results showed that, if a company’s CSR effort is highly related to its product and the public perceptions the CSR activity as a part of efforts to be a responsible corporate citizen rather than profit-making publicity stunts, it helped to improve the company’s image and brand attitude. In addition, such positive reputation served as a cushion against bad publicity. In other words, when a company is engaged in CSR activities that are related to its own products, it helped to offset negative information about the company. In addition, when CSR efforts are seen as one with innocent intention, it also helped to promote better company image and offset negative information. Therefore, instead of trying CSR activities as just an one-time event, companies should take more strategic approach toward CSR and go beyond a mere profitmaking efforts and try to become a more responsible social organization.