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

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.