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.          CSR         .    'CSR ' ' ' ,  '' '' .   'CSR ' ${\rightarrow}$ '', 'CSR ' ${\rightarrow}$ ''  ' ' ${\rightarrow}$ '', ' ' ${\rightarrow}$ ''     .             CSR                . 【The importance of corporate social responsibility has been more highlighted recently for the sustainable management of the company. The purpose of this study is to empirically find out if the effects of CSR activities on public corporation are shown as same as they are on the private companies which have been verified in the previous studies. We set 'CSR activities' and 'Brand Image' to the independent variables and 'Corporate favorableness' and 'Purchase intention' to the dependent variables. The empirical analysis results are as follows. We have found that high positive causal relations are shown in 'CSR activities' ${\rightarrow}$ 'Corporate favorableness', 'CSR activities' ${\rightarrow}$ 'Purchase intention' and 'Brand image' ${\rightarrow}$ 'Corporate favorableness', 'Brand image' ${\rightarrow}$ 'Purchase intention'. Therefore just as product related 'Brand image' influences positively on purchase intention, the CSR activities have positive influence on product purchase intention and on the whole corporate image as well.】

The Effects of Corporate Social Responsibility and Brand Image on Corporate Favorableness and Purchase Intention: Focused on LH