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

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  • Matthew Walker
  • Aubrey Kent

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. Copyright Springer Science+Business Media B.V. 2013

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  • Matthew Walker & Aubrey Kent, 2013. "The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship," Journal of Business Ethics, Springer, vol. 116(2), pages 341-353, August.
    • Handle: RePEc:kap:jbuset:v:116:y:2013:i:2:p:341-353
    DOI: 10.1007/s10551-012-1472-6
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    References listed on IDEAS

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