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Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations

Author

Listed:
  • Namin Kim

    ()

  • Youri Sung

    ()

  • Moonkyu Lee

    ()

Abstract

Company–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

Suggested Citation

  • Namin Kim & Youri Sung & Moonkyu Lee, 2012. "Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations," Journal of Business Ethics, Springer, vol. 109(2), pages 163-174, August.
  • Handle: RePEc:kap:jbuset:v:109:y:2012:i:2:p:163-174
    DOI: 10.1007/s10551-011-1115-3
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    References listed on IDEAS

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    Cited by:

    1. repec:gam:jsusta:v:9:y:2017:i:6:p:1016-:d:101320 is not listed on IDEAS
    2. Rim, Hyejoon & Yang, Sung-Un & Lee, Jaejin, 2016. "Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3213-3219.
    3. Coleman Joshua T. & Peasley Michael C., 2015. "Demonstrating a lack of brand/cause effects on point of sale donations," Management & Marketing, De Gruyter Open, vol. 10(3), pages 226-243, October.
    4. repec:kap:jbuset:v:147:y:2018:i:3:d:10.1007_s10551-015-2961-1 is not listed on IDEAS
    5. repec:kap:jbuset:v:143:y:2017:i:1:d:10.1007_s10551-015-2782-2 is not listed on IDEAS
    6. Sylvain Sénéchal & Laurent Georges & Jean Pernin, 2014. "Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product," Journal of Business Ethics, Springer, vol. 124(3), pages 365-381, October.

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