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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.18 no.8, 2020년, pp.185 - 199
천부기 (서울벤처대학원대학교 융합산업학과) , 박현숙 (서울벤처대학원대학교 융합산업학과)
This study examined the effects of insurance company's CSR activities on customer-based brand assets and customers' intention to pay premium prices in order to identify the possibility of CSR activities as an insurance company's differentiated marketing strategies. Throughout collecting 510 surveys,...
핵심어 | 질문 | 논문에서 추출한 답변 |
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CSR은 무엇을 의미하는가? | CSR(Corporate Social Responsibility)은 기업이 이윤추구활동을 넘어 법과 윤리를 준수하고, 사회에 긍정적인 영향을 미쳐야한다는 사회적 책임을 의미한다[8]. 초창기 CSR은 Bowen(1953)에 의해 개념화되었는데, 사회구성원들이 공감할 수 있는 공적 가치의 실현을 위한 기업의 의무이자 행동을 CSR이라고 정의하였다[9]. | |
Bhattacharya(2006), Park(2016)등의 연구에 의하면 기업의 CSR활동은 어떠한 영향을 미친다고 하였는가? | Brown & Dacin(1997), Bhattacharya & Sen(2007), Luo & Bhattacharya(2006), Park(2016)등의 연구에 의하면 기업의 CSR활동은 사회에 긍정적인 영향을 줄 뿐만 아니라 기업에게도 긍정적인 이미지를 형성하고 나아가 기업이 판매하는 제품에까지 긍정적인 영향을 미친다고 하였다[2-5]. 하지만 지금까지 진행된 CSR연구들은 제조업이나 보편적 서비스업종에 관한 연구가 대부분이며 보험산업과 관련한 연구는 부족하였다. | |
본 연구에서 보험회사의 CSR활동이 고객 기반 브랜 드자산을 형성하는데 SNS 활용 수준이 어떠한 조절 역할을 하는지도 함께 연구하고자 한 이유는 무엇인가? | 한편, 최근에 다양한 형태의 소셜미디어가 출현하고 있으며, 특히 젊은 세대가 많이 활용하고 있는 소셜네트워크서비스(Social Network Service) 채널에 대한 소통의 영향을 확인하는 것은 기업의 마케팅전략 수립에도 의의가 있을 것으로 판단된다[36]. 따라서, 보험회사의 CSR활동이 고객기반 브랜드자산을 형성하는데 SNS 활용 수준이 어떠한 조절역할을 하는지도 함께 연구하고자 한다. |
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