期刊
CORPORATE REPUTATION REVIEW
卷 16, 期 4, 页码 285-299出版社
PALGRAVE MACMILLAN LTD
DOI: 10.1057/crr.2013.16
关键词
corporate reputation; corporate philanthropy; cause-related marketing; consumer attitudes; charitable support
类别
This study investigates how two different forms of conditional corporate charitable support (purchase-based and profit-based) and two different forms of unconditional support (substantial and undisclosed amount) impact a firm's reputation. Consumer participants were selected randomly by a professional marketing research firm that administered a telephone survey. The results indicate that consumers have favorable attitudes toward all types of corporate giving; however, more consumers have favorable attitudes toward firms that have non-purchase-based giving programs versus other forms of corporate charitable support. The study also found that more consumers have favorable attitudes toward companies that give based on profits as compared with companies that give based on purchases. In addition, if consumers believe are significantly more likely to evaluate the firm favorably.
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