CSR 활동 유형 및 메시지 유형이 기업 이미지에 미치는 영향

초록

The purpose of this study is to investigate the effects of CSR activity types on the corporate image and purchase intention. Another purpose is to examine the effect of CSR message types (positive message vs. negative message) in the relationship between CSR activities and corporate image. To achieve the purposes, we categorized CSR activities into five different types that include the environmental responsibility as well as the four types of social responsibilities in Carroll’s(1991) model (economic, legal, philanthropic, and ethical). Based on the prior research and arguments regarding the effects of CSR activities, this study hypothesized that each type of CSR activities would enhance the corporate image and corporate image would affect the purchase intention. Further, it is expected that the impact of CSR activity types on the corporate image will be greater in negative messages than in positive ones. The results of this study are as follows. First, among the five types of CSR activities, legal, philanthropic, and environmental responsibilities had significant effects on the corporate image, while economic and ethical responsibilities did not affect the corporate image. In particular, environmental and legal responsibilities had the greatest impact on corporate image, followed by philanthropic responsibility. Second, with respect to the CSR message type, the negative type had a more significant effect on corporate image than the positive type. That is, environmental, legal, philanthropic, and ethical responsibilities showed significant results for the type of negative message. However, only environmental responsibility had a significant effect on the corporate image in a positive message type. Thus, environmental responsibility was shown to have a significant effect on the corporate image in both positive and negative message types, while economic responsibility for corporate image has no significant effect on both positive and negative message types. As a result, we found that environmental responsibility have the strongest impact on corporate image. We also found that environmental responsibility’s impact on corporate image affects not only negative message type, but also positive message type.

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