Conditioning effect of prior reputation on perception of corporate giving

Bae, Jisuk; Cameron, Glen T.

doi:10.1016/j.pubrev.2006.02.007

Cited by 168 publications

(140 citation statements)

References 19 publications

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“…Hence, an appropriate strategy of communicating value creation (e.g., innovation-based strategy of creating social value; [60]) in consideration of stakeholder characteristics (e.g., stakeholder types, issue support, and social value orientation) and company characteristics (e.g., reputation, industry, and marketing strategies) [24] is needed to ensure that a natural or created fit or congruence is presented. Furthermore, previous studies support the preceding argument that the influence of the firm's previous reputation for creating positive value, particularly social value (i.e., donors' engagement in and collaboration with social enterprises enabling resource mobilization; [62]), is associated with customers' positive evaluation of the corporation's sponsorship of charitable causes [8,63,64].…”

Section: Value Creation and Congruencementioning

confidence: 62%

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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Abstract:Cause sponsorship is one of the most frequently used cause-related marketing (CRM) strategies for extending brand image, often through strategic alliances with nonprofit organizations. Whilst airlines' corporate social responsibility (CSR) initiatives have received focused attention in the sustainable tourism literature, the effective development of cause sponsorship has not been understood. In particular, an understanding of airlines' cause sponsorship of non-sports related charitable causes and their influence on perceived congruence between the airline and its associated causes are limited. In order to address this gap, the study delves into the intersection of entrepreneurial marketing and sponsorship of environmental and/or social causes. It investigates the structural relationship between entrepreneurial marketing, congruence, favorability toward the airline, and purchase intention by analyzing a sample of 443 travelers on US-based full-service airlines using Structural Equation Modeling (SEM). The study demonstrates the positive effects of value creation and risk management on congruence, which in turn has a positive influence on travelers' favorability toward the airline. Further, it confirms that favorability toward the airline predicts purchase intention. This study highlights that entrepreneurial marketing efforts to create customer value, and effective management of the associated risks, are indispensable to successful conveyance of congruent airline sponsorship programs.

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Section: Value Creation and Congruencementioning

confidence: 62%

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Kim

2018

Sustainability

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“…Compared to "true philanthropy", sponsorship, corporate giving, and CRM are activities that may involve commercial motivations and strategic factors [2]. Sponsorships and CRM are considered to be conditional and contaminated prosocial activities in terms of pure corporate philanthropy [26].…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

“…Second, because sponsorship and CRM are considered to be more conditional activities [15,26], these activities might arouse public suspicion about companies' hidden motives [15]. Corporate philanthropic giving, however, is considered to be the most effective prosocial activity to minimize public suspicion [26].…”

Section: Socially Responsible Corporate Activitiesmentioning

confidence: 99%

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Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

et al. 2016

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Abstract:The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer's concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes.

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“…4 No.2 February 2017: 108-122 http://dx.doi.org/10.15206/ajpor.2017 113 serve organizations and the community. In particular, researchers have examined whether CSR practices, such as corporate giving, could contribute to organizational development (Bae & Cameron, 2006;Hall, 2006). CSR activities make a contribution to the development of a democratic society and community.…”

mentioning

confidence: 99%

The Public Opinion of Corporate Social Responsibility Activities in South Korea: Examining the Effects of Communal and Exchange Relationships Between Citizens and Corporations

Lee¹,

Jin²

2017

Asian Journal for Public Opinion Research

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This study explores how South Korean citizens evaluate corporate social responsibility (CSR) practices based on communal and exchange relationships. Specifically, it examines whether their evaluations of the two types of relationships are related to their supportive opinions, such as positive attitudes toward corporations and behavioral intentions to purchase products. The findings show that the communal relationship between an energy 1 This work was supported by the Incheon National University, South Korea (International) Research Grant in 2013. 2 All correspondence concerning this article should be addressed to Bumsub Jin at Hongik University, 2639 Sejong-ro, Jochiwon-eup, Sejong, South Korea, 30016 or by email at gabrieljin@hongik.ac.kr. Research -ISSN 2288-6168 (Online) Vol. 4 No.2 February 2017 : 108-122 http://dx.doi.org/10.15206/ajpor.2017 109 corporation and its local residents is more related to their supportive opinions than exchange relationship. That is, a communal relationship tends to generate more positive business outcomes than an exchange relationship. This study concludes that corporations should prepare for useful community outreach and CSR programs for their local community. Practitioners need to focus on building communal relationships with community members through their programs. Asian Journal for Public Opinion

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Conditioning effect of prior reputation on perception of corporate giving

Cited by 168 publications

References 19 publications

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Entrepreneurial Marketing and Airline-Cause Sponsorship Congruence: Passenger Sponsorship Response to US-Based Full-Service Airlines

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

The Public Opinion of Corporate Social Responsibility Activities in South Korea: Examining the Effects of Communal and Exchange Relationships Between Citizens and Corporations

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