In recent years, many companies were leveraging CSR activities as the primary means of business strategy for strengthening company's reputation as well as corporate image and brand image cultivation. Especially companies were gaining effect. by utilizing the MPR as one of the marketing strategy for a new brand or a new product to market from the planning stage. This study examined the mediating effects of MPR in the relationship between CSR activities of foodservice company and consumer’s brand attitudes using SmartPLS. As a result, the effect of MPR in the relationship between CSR and brand attitude, economic responsibility and sustainable responsibility factors had significant positive(+) effect in statistics. Consequently, it was necessary to be planned with the marketing strategy utilizing CSR from the planning stage of a brand or a new product, this CSR strategy will be able to achieve synergy effects through MPR strategy using a variety of trusted media such as internet and SNS. and to achieve built friendly brand attitude, and then it will have a positive impact on the business performance through the customer loyalty.
In recent years, many companies were leveraging CSR activities as the primary means of business strategy for strengthening company's reputation as well as corporate image and brand image cultivation. Especially companies were gaining effect. by utilizing the MPR as one of the marketing strategy for a new brand or a new product to market from the planning stage. This study examined the mediating effects of MPR in the relationship between CSR activities of foodservice company and consumer’s brand attitudes using SmartPLS. As a result, the effect of MPR in the relationship between CSR and brand attitude, economic responsibility and sustainable responsibility factors had significant positive(+) effect in statistics. Consequently, it was necessary to be planned with the marketing strategy utilizing CSR from the planning stage of a brand or a new product, this CSR strategy will be able to achieve synergy effects through MPR strategy using a variety of trusted media such as internet and SNS. and to achieve built friendly brand attitude, and then it will have a positive impact on the business performance through the customer loyalty.
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