earticle

영어

The purpose of this study is to identify mediating variables such as corporate image and corporate reputation in that CSR(Corporate Social Responsibility) activities affect performance variables(brand attitude, purchase intention). According to the result of this research, CSR activities affected corporate image and corporate reputation positively. Also, corporate image formed in that way affected the brand attitude and purchase intention positively. Corporate reputation affected only the brand attitude positively while the brand attitude affected purchase intention positively. As a result, it was found that corporate image and corporate reputation were the mediating variables in that CSR activities influenced performance variables. The result of this paper is expected to play a crucial role in resolving the results of the previous studies dealing with CSR activities and corporate performance confusedly.