Linking cause assessment, corporate philanthropy, and corporate reputation

Szőcs, Ilona; Schlegelmilch, Bodo B.; Rusch, Thomas; Shamma, Hamed M.

doi:10.1007/s11747-014-0417-2

Cited by 62 publications

(53 citation statements)

References 85 publications

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“…Charitable donations had a greater effect on consumers' evaluation of an enterprise than business sponsorship (Liu, 2014). They had an effect on consumers' continuous purchasing willingness (Feng et al, 2019), which could enhance the perception of consumers to corporate reputation (Szőcs et al, 2016). Similarly, the volunteer activities of an enterprise also had a positive impact on the corporate image (Plewa et al, 2015).…”

Section: The Impact Of Csr On Brand Imagementioning

confidence: 99%

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Lu¹,

Ren²,

Zhang³

et al. 2020

JOC

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The objective of this study is to examine the impact of corporate social responsibility (CSR) initiatives of a firm as one of the critical factors to improve the competitiveness of the firm in today's aggressive market environment. The influence of corporate social responsibility on brand loyalty and brand image, which distinguishes the firm from other competitors, was evaluated in the study. Data from 364 consumers were collected through adapted and structured questionnaires for the period from August 2018 to December 2018. The respondents were selected through convenience sampling to generate the responses of individual online consumers who buy luxury goods online. The sample size of 364 was taken from a simple random table with a 5% margin of error and a 95% confidence level. SEM-based multivariate approaches such as structural equation modeling and confirmatory factor analysis were employed, and SmartPLS 3.0 software was used for the data evaluation. The results indicate that the firm's CSR initiatives have a significant and positive impact on brand loyalty and brand image. The study undertaken has several theoretical and practical implications which could provide the basic foundations and conceptual framework for future studies, and it offers strategic directions for the senior managers of firms to plan CSR initiatives that can enhance the brand loyalty of their brands and also increase corporate reputation, all of which are beneficial to remain competitive in today's business arena.

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Section: The Impact Of Csr On Brand Imagementioning

confidence: 99%

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Lu¹,

Ren²,

Zhang³

et al. 2020

JOC

View full text Add to dashboard Cite

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“…Similarly, a moral licensing effect comes into play in the area of Corporate Social Responsibility (CSR). The engagement of companies in both cause-related marketing and philanthropy-oriented activities (Varadarajan and Menon 1988) is gaining importance and consumers' image of companies is shaped, at least partly, by CSR activities (Szőcs et al 2016). One specific manifestation of CSR is the solicitation of donations, often in collaboration with a non-profit organization.…”

Section: Introductionmentioning

confidence: 99%

Moral licensing: a culture-moderated meta-analysis

Simbrunner

Schlegelmilch

2017

Manag Rev Q

Self Cite

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Moral licensing is a cognitive bias, which enables individuals to behave immorally without threatening their self-image of being a moral person. We investigate this phenomenon in a cross-cultural marketing context. More specifically, this paper addresses the questions (i) how big moral licensing effects typically are and (ii) which factors systematically influence the size of this effect. We approach these questions by conducting a meta-analysis and a meta-regression. Based on a random effects model, the point estimate for the generalized effect size Cohen's d is 0.319 (SE = 0.046; N = 106). Results of a meta-regression advance theory, by showing for the first time that both cultural background and type of comparison explain a substantial amount of the total variation of the effect size of moral licensing. Marketing practitioners wishing to capitalize on moral licensing effects should therefore consider cross-cultural difference, since marketing measures building on this effect may lead to different revenues in different countries.

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“…Porter and Kramer (2002) saw the "competitive context" (or the social environment in which a business is located or operates) as the truly strategic perspective for considering philanthropy. Corporate philanthropy has also been described as a process that can co-align with strategic marketing to enable causerelated marketing (Szőcs et al, 2016;Varadarajan & Menon, 1988).…”

Section: Strategic Philanthropymentioning

confidence: 99%

CEO Temporal Focus and Corporate Philanthropy: The Moderating Role of Ownership

2021

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This study examines the association between CEO temporal focus and corporate engagement in philanthropy, and considers the moderating role of ownership. This association is investigated based on upper echelons theory and the conceptual framework of temporal focus. Using a sample of 2,285 observations of Chinese listed firms from 2010 to 2015, our results show that the relationship between CEO past focus and corporate philanthropy is positive in state-owned firms but negative in private firms. In addition, CEO future focus is negatively associated with charitable activities in state-owned firms, but positively associated with such activities in private companies. For present-oriented CEOs, the relationship between temporal focus and philanthropy is negative in both public and private firms, but the negative effect is stronger in private firms. The findings of this study show how CEOs’ time perspectives shape their decisions on company engagement in philanthropic projects.

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Linking cause assessment, corporate philanthropy, and corporate reputation

Cited by 62 publications

References 85 publications

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

The Influence of a Firm’s CSR Initiatives on Brand Loyalty and Brand Image

Moral licensing: a culture-moderated meta-analysis

CEO Temporal Focus and Corporate Philanthropy: The Moderating Role of Ownership

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