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Erschienen in: Journal of Business Ethics 2/2013

01.08.2013

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

verfasst von: Matthew Walker, Aubrey Kent

Erschienen in: Journal of Business Ethics | Ausgabe 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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Metadaten
Titel
The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship
verfasst von
Matthew Walker
Aubrey Kent
Publikationsdatum
01.08.2013
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2013
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-012-1472-6

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