Donation type effects in corporate giving: A moderated dual mediation model

IF 9.8 1区 管理学 Q1 BUSINESS Journal of Business Research Pub Date : 2025-02-01 Epub Date: 2025-01-21 DOI:10.1016/j.jbusres.2025.115195
Sajeeb Saha , Ravi Pappu , Kumar Rakesh Ranjan , Saeed Akhlaghpour
{"title":"Donation type effects in corporate giving: A moderated dual mediation model","authors":"Sajeeb Saha ,&nbsp;Ravi Pappu ,&nbsp;Kumar Rakesh Ranjan ,&nbsp;Saeed Akhlaghpour","doi":"10.1016/j.jbusres.2025.115195","DOIUrl":null,"url":null,"abstract":"<div><div>This research draws on attribution theory to investigate how the type of donation (time vs. cash vs. product) affects consumer evaluations of companies engaged in corporate giving. Across two experiments, the authors examine how donor warmth and brand reputation moderate, and perceived altruism and brand trust mediate, the impact of donation type on consumer evaluations (company attitude, charitable credit, and WOM). Study 1 shows that donating time or product (vs. cash) leads to more favorable consumer evaluations via perceived altruism. The indirect effects of time (vs. cash) donation are pronounced for low-warmth donors. Study 2 shows that time (vs. cash) donation results in more favorable consumer evaluations via perceived altruism and brand trust, particularly for relatively lower brand reputation donors. This research advances the corporate giving literature by uncovering distinct routes (perceived altruism and brand trust), through which the type of donation affects consumer evaluations. Additionally, it confirms the moderating effect of donor warmth and brand reputation in this relationship.</div></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"189 ","pages":"Article 115195"},"PeriodicalIF":9.8000,"publicationDate":"2025-02-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296325000189","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2025/1/21 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

This research draws on attribution theory to investigate how the type of donation (time vs. cash vs. product) affects consumer evaluations of companies engaged in corporate giving. Across two experiments, the authors examine how donor warmth and brand reputation moderate, and perceived altruism and brand trust mediate, the impact of donation type on consumer evaluations (company attitude, charitable credit, and WOM). Study 1 shows that donating time or product (vs. cash) leads to more favorable consumer evaluations via perceived altruism. The indirect effects of time (vs. cash) donation are pronounced for low-warmth donors. Study 2 shows that time (vs. cash) donation results in more favorable consumer evaluations via perceived altruism and brand trust, particularly for relatively lower brand reputation donors. This research advances the corporate giving literature by uncovering distinct routes (perceived altruism and brand trust), through which the type of donation affects consumer evaluations. Additionally, it confirms the moderating effect of donor warmth and brand reputation in this relationship.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
企业捐赠的捐赠类型效应:一个有调节的双重中介模型
本研究利用归因理论来调查捐赠类型(时间、现金、产品)如何影响消费者对企业捐赠的评价。在两个实验中,作者考察了捐赠类型对消费者评价(公司态度、慈善信用和口碑)的影响,以及捐赠热情和品牌声誉如何调节,感知利他主义和品牌信任如何调节。研究1表明,通过感知利他主义,捐赠时间或产品(与现金相比)会带来更有利的消费者评价。时间(相对于现金)捐赠的间接影响在低体温捐赠者中是明显的。研究2表明,时间(相对于现金)捐赠通过感知利他主义和品牌信任导致更有利的消费者评价,特别是对于相对较低的品牌声誉捐赠者。本研究通过揭示捐赠类型影响消费者评价的不同途径(感知利他主义和品牌信任)来推进企业捐赠文献。此外,它证实了捐助者温暖和品牌声誉在这一关系中的调节作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
20.30
自引率
10.60%
发文量
956
期刊介绍: The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
期刊最新文献
Understanding funding success in green crowdfunding: a cross-context analysis Resilience of inter-organizational innovation collaboration in turbulent times: A behavioral theory of the firm perspective Data-driven pricing in markets with single and multi-unit buyers: Winners and losers Building social legitimacy through NGOs partnerships: evidence from micro-multinationals I hereby consent: Leveraging consent management and chatbot anthropomorphism to influence information disclosure and usage intentions
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1