The effect of CSR (Corporate Social Responsibility) Activities of The Born Korea Food Franchise on Brand Image - Focusing on the Moderating Effect of Consumer Dissatisfaction -

This study empirically analyzed the effect of corporate social responsibility (CSR) activities of The Born Korea, a foodservice franchise company, on consumers’ brand image, and examined whether consumer dissatisfaction acts as a moderating variable in this relationship. Based on Carroll’s (1991) framework, CSR activities were categorized into economic, philanthropic, and legal responsibilities. A structured survey was conducted to investigate the relationship between these CSR dimensions, brand image, and consumer dissatisfaction. The survey targeted consumers who had actual experience using The Born Korea’s major brands (e.g., Paik’s Coffee, Saemaeul Restaurant, Hansin Pocha) and was conducted online via Google Forms from May 1 to May 31, 2025, using purposive sampling. A total of 238 valid responses were collected. The questionnaire was developed based on previous studies and included items measuring economic, philanthropic, and legal responsibility, brand image, and consumer dissatisfaction. The analysis revealed that all three CSR dimensions―economic, philanthropic, and legal responsibility―had significant effects on brand image, with legal responsibility exerting the strongest influence. Moreover, consumer dissatisfaction was found to have a moderating effect: under high dissatisfaction, the effects of economic and philanthropic responsibilities were strengthened, while the effect of legal responsibility was weakened. These findings suggest that the effectiveness of CSR activities may vary depending on the consumer’s emotional state. This study contributes to the literature by analyzing the specific effects of CSR components and incorporating an emotional variable―consumer dissatisfaction―into the model. From a practical perspective, the findings highlight the importance of consistently fulfilling legal and economic responsibilities and enhancing the authenticity of philanthropic activities to restore consumer trust and improve brand image in the foodservice franchise industry.