호텔 직원이 지각한 사회적책임활동이 브랜드 신뢰, 브랜드 시민행동에 미치는 영향: 진정성의 조절된 매개효과

The purpose this study is to examine the effect of corporate social responsibility on brand trust and brand citizenship behavior and mediating effect of brand trust in relationship between them. This study also examines the moderated-mediation effect of the authenticity in the relationship between brand trust and brand citizenship behavior. In order to verify the hypothesis, this study conducted a questionnaire survey to 231 employees of 5 star hotels among 10 properties in Seoul. The results of the analysis are as follows. First, corporate social responsibility has a positive(+) effect on brand citizenship behavior. Second, brand trust was partially mediated in the relationship between corporate social responsibility and brand citizenship behavior. Third, authenticity moderated the mediation effect of brand trust between corporate social responsibility and brand citizenship behavior. That is, it existed positive significance of the moderated mediation effect. It is suggested that the organizational members who are the internal customers of the hotel company have the influence of the brand trust on the value of the corporate social responsibility and thus the organizational maintenance and human resources management of the hotel companies can efficiently maximize their abilities with the brand citizen behavior.