외식기업의 사회적 책임활동이 브랜드 자산, 브랜드 태도에 미치는 영향

The Effect of Social Responsibility of Restaurant Company on Brand Property and Brand Attitude. - Focusing on the Moderating Effect of Trust

The purpose of this study is to investigate the effect of social responsibility activities on the brand equity and brand attitude of restaurants. In addition, research models and hypotheses were set up through previous researches in order to understand the role of trust in brand equity and brand attitude. In order to achieve these research objectives, we conducted an empirical analysis on customers using Daejeon area eateries. We conducted a preliminary study on convenience sampling, which is a non - probability sampling method, The legislative survey was conducted for about a month from July 1, 2017 to July 30, 2017. The total number of questionnaires distributed was 350, and a total of 256 copies were collected. Of these, 238 questionnaires that can be analyzed statistically except for the untrue answers were analyzed by frequency analysis, factor analysis and reliability of each measurement variable through SPSS 18.0 statistical package program Multiple regression analysis and hierarchical regression analysis were carried out for verification and hypothesis testing. As a result, social responsibility activities have a significant effect on brand equity, and brand equity has a significant effect on brand attitude. In addition, trust variables have a moderating role in brand equity and brand attitude. And suggests academic and practical implications.