Abstract
The Mediation Effect of Corporate Image and Corporate Attitude on the Relationship between the Social Responsibility Activity of Sports Enterprises and the Loyalty of Customers
Highlights
Necessity & purpose of the researchIt is a deniable fact that private enterprise has contributed much to the material affluence of society
The CSR activity was found to have a positive effect on the customer loyalty of university students
The CSR activity was found to have a positive effect on the corporate image of university students toward sports enterprises
Summary
Necessity & purpose of the researchIt is a deniable fact that private enterprise has contributed much to the material affluence of society. As the primary purpose of an enterprise gradually degenerates as profit-seeking, it receives continuous criticism for neglecting many social issues, such as the environment and income inequality (Seong & Seo, 2010). There has been a growing global demand for the implementation of CSR (Corporate Social Responsibility) requiring corporations to be actively involved in solving social problems in the process of generating profits (Zu & Song, 2009). The involvement of enterprises in solving social problems, such as solving employment problems in communities that are of interest to corporate stakeholders, improving the welfare of employees, and eco-friendly management for the global environment, is a required condition to create a sustainable enterprise and an important management strategy for enterprise growth
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