프랜차이즈 기업의 사회적 책임활동이 기업평판과 구매의도에 미치는 영향: 치킨기업의 브랜드이미지 조절효과를 중심으로

초록

The purpose of this study is to investigate the effect of franchise firm's social responsibility activities on corporate reputation, brand image, and purchase intention. To do this, we selected the top 5 franchise brands in the Korean franchise ranking, and conducted a survey of 279 customers who had experience using them. The results of the analysis are as follows. First, legal responsibility and responsibility among social responsibility activities have a positive effect on corporate reputation. Second, corporate reputation has a positive effect on purchase intention. Third, brand image has a moderating effect on the relationship between corporate reputation and purchase intention. Therefore, a chicken brand franchise should carry out CSR activities steadily because it can lead consumers' purchasing behavior by faithfully fulfilling corporate responsibility and forming corporate reputation in a positive direction. In addition, it was confirmed that the effect of brand image is controlled. Therefore, it is found that brand image effect should be considered together with corporate reputation in explaining consumer behavior of chicken franchise. In conclusion, the chicken franchise will be able to expect the company 's performance by managing the corporate reputation through CSR and steadily managing the brand that can give good impression to consumers.

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