커피전문점의 ESG 경영이 브랜드 이미지에 미치는 영향: 브랜드 신뢰의 조절효과를 중심으로

The Effects of Coffee Shop ESG Management on Brand Image: Focusing on the Moderating Effect of Brand Trust

This study examines effects of a coffee shop's 'ESG management' on its 'brand image' and verifies how 'brand trust' regulates the relation between them. The following are results of empirical analysis: First, every factor of ESG management (environment, society, and governance) positively (+) affected the brand image. Second, regarding the relation between ESG management (environment, society, and governance) and the brand image, the control effect of brand trust was significant between the society and brand image and between the governance and brand image while it was not between the environment and brand image. This result emphasizes that for coffee shops to be sure of survival and sustainable growth in the fierce competition, constant efforts need to be put forth into ‘ESG’ activities. This study suggests that such activities will facilitate the formation of ‘a brand image’ by turning customer relations into favorable ones, and that strategies to enhance the ‘brand trust’ need to be established.