본 연구는 기업명성과 소비자의 사회적 가치지향을 적용하여 기업의 사회적 책임에 따른 브랜드태도를 살펴보았다. 실험결과, 친사회적 가치지향의 소비자는 기업명성에 상관없이 기업이 사회적 책임을 다할 때 호의적인 브랜드태도를 보였다. 친자기적 가치지향의 소비자는 기업명성이 높을 경우, 사회적 책임활동에 상관없이 브랜드에 호의적인 태도를 보였지만, 기업명성이 낮을 경우, 그 기업이 사회적 책임활동을 할 때 호의적인 브랜드태도를 보였다.

The purpose of this study is expanding the study on corporate social responsibility(CSR) and enhancing the understanding of consumer`s attitude toward brand by applying real corporate reputation and consumer`s social value orientation. As the results of the experiment, prosocial consumers showed favorable brand attitude regardless of the corporate reputation when the company carried out social responsibility performance. On the other hand, proself consumers didn`t consider the corporate social responsibility and just showed favorable brand attitude when the corporate reputation was high. However, proself consumers were influenced by corporate social responsibility when the corporate reputation was low. The implications of this study are as follows. First of all, this study showed that the effect of CSR strategy varied with consumer`s characteristics. Therefore, when marketers plan cause related marketing or sponsorship, they have to provide a differentiated service after analyzing consumer thoroughly. Also this study showed that CSR strategy made favorable brand attitude when company had low reputation. Accordingly, company that has low reputation should use marketing strategies that emphasize the corporate social responsibility to draw favorable attitude of consumer.