Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations
AbstractCompany–cause fit has been one of the major issues in the domain of corporate social responsibility. This study tries to expand the perspective from company–cause to company–non-profit organization (NPO) fit, and it gives implications to firms looking for long-term collaboration with an NPO. Specifically, it suggests three types of fit, i.e., familiarity, business, and activity fit and investigates the potential effects of these fits in social alliances between companies and the partnering NPOs on consumer attributions of the firms’ motives for the alliances. An experiment that used scenarios revealed that consumers perceive high-fitted alliances on the dimensions of the familiarity and activity fit as being more public-serving than low-matched ones. However, the consumers’ attribution of the motive is not different between the high and low business fit. The implications of the research results are discussed from an academic and practical standpoint. Copyright Springer Science+Business Media B.V. 2012
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Springer in its journal Journal of Business Ethics.
Volume (Year): 109 (2012)
Issue (Month): 2 (August)
Contact details of provider:
Web page: http://www.springerlink.com/link.asp?id=100281
Social alliances; Business fit; Familiarity fit; Activity fit; Consumer attributions on firm’s motives; Non-profit organizations (NPO);
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Guenther Eichhorn) or (Christopher F. Baum).
If references are entirely missing, you can add them using this form.