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Marketing Letters

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01.03.2015

Consumer reactions to business-nonprofit alliances: Who benefits and when?

verfasst von: Caglar Irmak, Sankar Sen, C. B. Bhattacharya

Erschienen in: Marketing Letters | Ausgabe 1/2015

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Abstract

We investigate the effect of increased company involvement on consumer reactions to companies and nonprofits in business–nonprofit alliances to show that consumer reactions to the two parties in such alliances can, under certain conditions, diverge from each other. Specifically, we show that increased company involvement results in more positive consumer attitudes toward companies with low (but not high) reputation, while it leads to more positive consumer attitude toward nonprofits that partner with companies with high (but not low) reputation. Furthermore, we demonstrate that these effects are independent of the perceived fit between the company and nonprofit forming the alliance. Finally, we show that when consumers elaborate on company motives, the observed effects of increased company involvement are mitigated.

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While business–nonprofit alliances can be of four types—business–nonprofit, business–government, government–nonprofit, and trisector (Selsky and Parker 2005)—in this research, we use the term “business–nonprofit” to refer only to alliances between corporations and nonprofits.

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Titel: Consumer reactions to business-nonprofit alliances: Who benefits and when?
verfasst von: Caglar Irmak
Sankar Sen
C. B. Bhattacharya
Publikationsdatum: 01.03.2015
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 1/2015
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-013-9265-y

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