외식기업의 사회적 책임(CSR)활동이 브랜드자산, 브랜드 태도 및 구매의도에 미치는 영향

The Effects of Food-Service Businesses’ Corporate Social Responsibility (CSR) Activities on Brand equity, Brand Attitude, and Purchase Intentions

The purpose of this study was to identify the factors for corporate social responsibility (CSR) perceived by customers visiting food-service businesses, see how they affected the customers’ brand asset, brand attitude, and purchase intentions, develop a plan necessary to help food-service businesses activate marketing, and make suggestions as to an improvement in the management of food-service businesses. The factor analysis found that CSR had four factors―economic responsibility, consumer protection responsibility, philanthropic responsibility, and environmental protection responsibility―with such single factors as brand equity, brand attitude, and purchase intentions. The empirical analysis obtained the following results: First, as for the effects of food-service businesses’ CSR activities on brand equity, environmental protection responsibility activities had the most significant effects, followed by philanthropic responsibility and economic responsibility activities. Second, as for the effects of food-service businesses’ CSR activities on brand attitude, environmental protection responsibility activities also had the most significant effects, followed by economic responsibility and philanthropic responsibility activities. Lastly, as for the effects of food-service businesses’ brand equity and brand attitude on purchase intentions, brand equity had the most significant effects, followed by brand attitude. On the basis of these results, food-service businesses’ CSR activities are expected to be strategically useful to improve brand equity, brand attitude, and purchase intentions because they can change customers’ awareness.