커피전문점 CSR(기업의 사회적 책임) 활동이 브랜드 자산과 행동 의도에 미치는 영향

Abstract

The purpose of this study is to identify the Corporate social responsibility(CSR) factors recognized by customers visiting coffee shops, to understand how they affect customers’ brand equity and their behavioral intention. It also tried to test the relation between relative variables. It extracted the research model through previous researches and verified them through practical investigation on consumers. As a result of the analysis of improvement factors in coffee company management, CSR had four factors, economic, legal, ethical and charitable responsibility, along with single factors such as brand equity and behavioral intention. The analysis result of the research is as follows. First, the CSR factor of a coffee company was shown to affect brand equity. Second, the establishment of the brand equity of a coffee company was positively effective toward the behavioral intention of the consumers. Based on these results, the CSR activities of coffee shops are expected to be strategically useful for improving brand equity and behavioral intention as they can change customer’s perception. Since it is an incomplete strategy to rely on CSR performance measurement, CSR performance measurement will be the most effective clue in establishing CSR strategy. Therefore CSR is important to note that it is an effective medium for the growth of sustainable coffee companies.