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Influence of CSR Activity on Brand Equity : Mediation Effect of Product and Service Quality Evaluation

기업의 사회적 책임 활동이 브랜드 자산에 미치는 영향 : 제품 및 서비스 품질 평가의 매개효과

  • 박승배 (서울과학기술대학교 경영학과) ;
  • 허종호 (서울여자대학교 경영학과)
  • Received : 2011.09.19
  • Accepted : 2011.10.18
  • Published : 2011.12.28

Abstract

Recently, Corporate Social Responsibility(CSR) is essential corporate activity to establish favorable corporate image and sustainability management. But it has been a little research that investigate relationship between CSR in corporate level and marketing performance in individual brand level. This paper investigate relationship between CSR activities and brand equity, moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. The SEM(Structural Equation Model) result of this paper shows positively CSR activity to product quality, service quality, and brand equity. Also, the result show moderating effect of product quality and service quality on the relationship between CSR activities and brand equity. Based on these findings, implication and future direction are discussed.

Keywords

Corporate Social Responsibility(CSR);Brand Equity;Product Quality;Service Quality

Acknowledgement

Supported by : 서울여자대학교

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