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

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.

Citation status

* References for papers published after 2022 are currently being built.

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