Investigating the Influence of Corporate Philanthropy by Franchise Coffee Brands on Corporate Image, Brand Attitude, and Behavior Intension: The Case of Starbucks (커피전문점의 사회공헌활동이 기업이미지, 브랜드태도, 행동의도에 미치는 영향 - 스타벅스를 대상으로 - )

Yoon, Tae-Hwan (윤태환)

doi:10.17086/JTS.2016.40.1.93.110

Investigating the Influence of Corporate Philanthropy by Franchise Coffee Brands on Corporate Image, Brand Attitude, and Behavior Intension: The Case of Starbucks

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Journal of Tourism Sciences
Abbr : JTS
2016, 40(1), pp.93-110
DOI : 10.17086/JTS.2016.40.1.93.110
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Yoon, Tae-Hwan ¹

¹동의대학교

Accredited

ABSTRACT

This study tried to investigate the influence by corporate philanthropy of franchise coffee brands on customers’ perception. Firstly, to achieve this goal, this study suggested a multi-dimensional scale for measuring corporate philanthropy by clarifying the definition of corporate philanthropy from CSR. Secondly, this study empirically examined the influence of corporate philanthropy on corporate image, brand attitude, and behavior intention. In the results, a four dimensional structure of corporate philanthropy was found to be rigid and valid, and all the dimensions were found to have significant positive influences on corporate image except one dimension called ‘community contribution’. These findings support the results of previous studies showing that the influence of corporate philanthropy may vary depending on various factors.

KEYWORDS

Franchise coffee brands, Corporate philanthropy, Corporate social responsibility, Corporate image, Brand attitude

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Vol.45 No.8
Vol.45 No.7
Vol.45 No.6

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[web] / http://www.angelinus.co.kr / http://www.angelinus.co.kr

[web] / http://www.caffebene.co.kr / http://www.caffebene.co.kr

[web] / http://www.coffeebeankorea.com / http://www.coffeebeankorea.com

This paper was written with support from the National Research Foundation of Korea.

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Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

Investigating the Influence of Corporate Philanthropy by Franchise Coffee Brands on Corporate Image, Brand Attitude, and Behavior Intension: The Case of Starbucks

ABSTRACT

KEYWORDS

Citation status

* References for papers published after 2023 are currently being built.

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

Investigating the Influence of Corporate Philanthropy by Franchise Coffee Brands on Corporate Image, Brand Attitude, and Behavior Intension: The Case of Starbucks

ABSTRACT

KEYWORDS

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