Exploring Donation and Purchase Intentions to Corporate Owned vs. Corporate Sponsored Foundations

ABSTRACT This study examines the donation intentions and purchase likelihood toward corporate-owned and corporate-sponsored foundations. A cross-sectional sample of Amazon’s MTurk respondents is obtained. Results of the experiment indicate that relative to foundations sponsored by a corporation, corporate foundations are perceived to be more trustworthy and have a greater perceived impact on a cause, which leads to higher purchase intentions. Additionally, donation intentions to foundations are higher among the corporate foundations because of perceived impact. Implications of these results are discussed from both practical and theoretical perspectives.