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Linking cause assessment, corporate philanthropy, and corporate reputation

Author

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  • Ilona Szőcs

    (WU Vienna University of Economics and Business)

  • Bodo B. Schlegelmilch

    (WU Vienna University of Economics and Business)

  • Thomas Rusch

    (WU Vienna University of Economics and Business)

  • Hamed M. Shamma

    (The American University in Cairo)

Abstract

This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting. Findings show that corporate philanthropy can improve perceptions of the corporate reputation dimensions, but the results vary between customers and non-customers and depend on the country setting.

Suggested Citation

  • Ilona Szőcs & Bodo B. Schlegelmilch & Thomas Rusch & Hamed M. Shamma, 2016. "Linking cause assessment, corporate philanthropy, and corporate reputation," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 376-396, May.
    • Handle: RePEc:spr:joamsc:v:44:y:2016:i:3:d:10.1007_s11747-014-0417-2
    DOI: 10.1007/s11747-014-0417-2
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    2. Maryem Mehwish & Zia Khan & Syed Shujaat Ali Shah, 2021. "Consumer Responses to Corporate and Celebrity Philanthropy," SAGE Open, , vol. 11(3), pages 21582440211, September.
    3. Wafa Alwakid & Sebastian Aparicio & David Urbano, 2020. "Cultural Antecedents of Green Entrepreneurship in Saudi Arabia: An Institutional Approach," Sustainability, MDPI, vol. 12(9), pages 1-20, May.
    4. Haoyuan Ding & Yichuan Hu & Xiyi Yang & Xiaoyu Zhou, 2022. "Board interlock and the diffusion of corporate social responsibility among Chinese listed firms," Asia Pacific Journal of Management, Springer, vol. 39(4), pages 1287-1320, December.
    5. Carmelo Reverte, 2022. "The importance of institutional differences among countries in SDGs achievement: A cross‐country empirical study," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1882-1899, December.
    6. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    7. Luu Thi Nguyen & Shouming Chen & Ho Kwong Kwan, 2021. "CEO Temporal Focus and Corporate Philanthropy: The Moderating Role of Ownership," SAGE Open, , vol. 11(1), pages 21582440211, March.
    8. Shuxia Zhang & Liping Xu & Ning Liu, 2022. "Crowding‐in and crowding‐out effects of corporate philanthropy on R&D investment," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(6), pages 1835-1849, September.
    9. Julia Hartmann & Sebastian Forkmann & Sabine Benoit & Stephan C. Henneberg, 2022. "A consumer perspective on managing the consequences of chain liability," Journal of Supply Chain Management, Institute for Supply Management, vol. 58(4), pages 58-89, October.
    10. Olukorede Adewole, 2023. "CSR–brand relationship, brand positioning, and investment risks driven towards climate change mitigation and next perspectives emerging from: “Litigation, projections, pathway, and models”," SN Business & Economics, Springer, vol. 3(1), pages 1-53, January.
    11. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    12. Liyin Jin & Yanqun He, 2018. "How the frequency and amount of corporate donations affect consumer perception and behavioral responses," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1072-1088, November.
    13. Michel Ballings & Heath McCullough & Neeraj Bharadwaj, 2018. "Cause marketing and customer profitability," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 234-251, March.
    14. Shuxia Zhang & Deyue Kong & Liping Xu & Ruiyu Xu, 2023. "Dual effects of corporate philanthropy on firm value: Evidence from China," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(4), pages 2314-2327, June.
    15. Mingchuan Yu & Han Lin & Greg G. Wang & Yuan Liu & Xiaotao Zheng, 2022. "Is too much as bad as too little? The S-curve relationship between corporate philanthropy and employee performance," Asia Pacific Journal of Management, Springer, vol. 39(4), pages 1511-1534, December.
    16. Philipp Simbrunner & Bodo B. Schlegelmilch, 2017. "Moral licensing: a culture-moderated meta-analysis," Management Review Quarterly, Springer, vol. 67(4), pages 201-225, August.

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