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Journal of Business Ethics
Published in: Journal of Business Ethics 2/2013

01-08-2013

The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship

Authors: Matthew Walker, Aubrey Kent

Published in: Journal of Business Ethics | Issue 2/2013

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Abstract

The attention paid to the influence of organizational philanthropy on consumer responses has precipitated a shift in the role this practice plays in organizational dynamics—with philanthropy becoming an increasingly strategic marketing tool. The authors develop and test a model predicting that: (1) perceived organizational credibility will mediate the relationship between awareness of philanthropy and the outcomes of advocacy and financial sacrifice; (2) consumer social consciousness will moderate the relationship between awareness of philanthropy and firm credibility, and between credibility and the outcome variables; and (3) these moderated relationships will be mediated by perceived credibility. Data obtained from a sample of professional golf patrons support our assertions. Notably, the findings implicate perceived credibility as a key intervening variable in the hypothesized relationships for the PGA Tour.
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Appendix
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Metadata
Title
The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship
Authors
Matthew Walker
Aubrey Kent
Publication date
01-08-2013
Publisher
Springer Netherlands
Published in
Journal of Business Ethics / Issue 2/2013
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-012-1472-6

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