Assessing the Effects of Corporate Philanthropy in Emerging Markets: An Analysis with Vietnamese Consumers

Choong-Min, Han; Hanh, Nguyen Thi; Ae, Kim Kyung

doi:10.14365/ibj.2016.27.3.4

Cited by 3 publications

(7 citation statements)

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“…Overall, our findings confirm the contention of past research that CP activities can help multinational firms obtain the legitimacy of a local business and overcome liabilities of foreignness (Hah and Freeman, 2014;Han et al, 2016;Jamali, 2010;Yang and Rivers, 2009). In addition, the findings support the assertion that CP initiatives by a multinational can produce greater effects on consumers when the firm's image is not favorable (Magnusson et al, 2015: Han et al, 2016.…”

Section: Discussionsupporting

confidence: 88%

“…Magnusson et al (2015) report that CSR has greater positive effects for multinationals from unfavorable countries of origin than it does for multinationals from favorable countries. Han et al (2016) also show that CP activities by Chinese firms tend to have greater influence on consumer purchase intentions in Vietnam than CP activities by Japanese and Korean firms, because Chinese firms are perceived less favorably than their Japanese and Korean counterparts in Vietnam. It appears that for a multinational from a country of origin with an unfavorable image, positive conducts such as CP can weaken the firm's association with its country of origin.…”

Section: Hypotheses On Moderation By National Identity (H2 and H2a)mentioning

confidence: 86%

“…This experimental design can be a useful way of measuring the effects of CP and CSR activities (e.g. Auger et al, 2003;Brown and Dacin, 1997;Han et al, 2016;Sen and Bhattacharya, 2001;Xie et al, 2018), since the public has limited awareness of CSR and CP activities conducted by individual firms 70 APJML 32,1 (Han et al, 2016;Pomering and Dolnicar, 2009;Smith et al, 2010). Especially, as Noronha and Hasegawa (2014) have indicated, CSR and CP activities are not very prevalent in Asian emerging countries including China.…”

Section: Methodsmentioning

confidence: 99%

“…Finally, it also assessed purchase intentions. Past studies indicate that CP can positively affect consumer purchase intentions through an enhanced image of the firm (Han et al, 2016;Ko et al, 2013). Purchase intentions were assessed with four items adapted from Bruner (2009).…”

Section: Measurements For Cp Effectsmentioning

confidence: 99%

“…As shown in previous studies, there appears to be a general agreement in the field that multinationals can benefit from engaging in CSR and CP activities in foreign countries. Previous studies have argued that such activities are necessary for the securing of legitimacy of their business activities in that country (Hah and Freeman, 2014;Han et al, 2016;Jamali, 2010;Yang and Rivers, 2009). It is true that studies have shown local CSR and CP initiatives to have a considerable effect on the image and reputation of a firm from the consumers' perspective (Brown and Dacin, 1997;Ko et al, 2013;Sen and Bhattacharya, 2001;Fatma et al, 2018;Javed et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

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Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?

Han

Kim

Nam

2019

APJML

Self Cite

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Purpose The purpose of this paper is to empirically investigate how corporate philanthropy (CP) can affect consumer perceptions of Japanese multinationals, for which there exists strong animosity in Asia, and how this animosity can be attenuated. Design/methodology/approach The study first examines Japanese firms in China (Study 1) and then Japanese, European and local firms in Korea (Study 2). Findings The results suggest that CP activities can have a positive effect on the consumer recognition of company localness and they can also attenuate company animosity for foreign multinationals. In addition, the findings suggest that Japanese multinationals can benefit greatly from CP activities in Asia than for domestic and other foreign firms. Research limitations/implications The study found that consumers do not have ethnocentric attribution biases in evaluations of CP activities by foreign multinationals, as suggested by attribution theory (Hewstone, 1990; Nisbett, 1971). Originality/value There is limited evidence supporting the effects of CP activities by foreign multinationals from a country of origin for which there exists strong animosity.

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Section: Discussionsupporting

confidence: 88%

Section: Hypotheses On Moderation By National Identity (H2 and H2a)mentioning

confidence: 86%

Section: Methodsmentioning

confidence: 99%

Section: Measurements For Cp Effectsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?

Han

Kim

Nam

2019

APJML

Self Cite

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An Empirical Study on the Characteristics of Korean Firms Conducting Local CSR in China

Han¹,

경영대학²,

Li³

et al. 2018

Intern. Bus. J.

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Development of Market Consumer Interconnector to Prevent Food Poisoning in Vietnam

Kim¹

2019

KODISA Int Conference Bus Econ (KODISA.ICBE)

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The conference aims to share scholarships regarding issues of Social Science, Technology and Humanities for Sustainability of Business, Economics, and the Environment, to offer an excellent opportunity to meet colleagues from around the world so as to enable participants to exchange information and ideas on the topics, and to get presented and published scholarly papers, research notes and case studies in the Conference Program, Proceedings and affiliated journals. I am extremely pleased that this year we have a total of 101 presentations of full papers, work-in-progress papers, doctoral symposiums, and special panel discussions from 170 scholars, industry leaders, and public policy makers coming from 15 countries. On July 9, 2019, after the conference opening session, an official reception of the conference will be following for the registered delegates and their spouse or accompanying persons. As part of this conference tradition, we will honor Best Paper Award winners with a scholarship. You will not only meet and greet and network with your colleagues from academics and industry but also engage in stimulating discussions based on academic research papers and business practices. Finally, I would like to thank our ICBE and KODISA international community members and the National Research Foundation of Korea and Yeosu City Government of the Republic of Korea for sponsoring this ICBE 2019 conference in many ways. I would also like to thank all the attendees, track and session chairs, reviewers and local organizing directors for their critical roles in bringing together success of the conference. Sincerely,

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Assessing the Effects of Corporate Philanthropy in Emerging Markets: An Analysis with Vietnamese Consumers

Cited by 3 publications

References 0 publications

Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?

Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?

An Empirical Study on the Characteristics of Korean Firms Conducting Local CSR in China

Development of Market Consumer Interconnector to Prevent Food Poisoning in Vietnam

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