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Navigating the Nuances: Unraveling the Relationship Between Corporate Philanthropy, Empathy, and Brand Loyalty
[Explorer les complexités : Démêler la relation entre la philanthropie d'entreprise, l'empathie et la fidélité à la marque]

Author

Listed:
  • Ahmed Benhoumane

    (Ascencia business school)

  • Léo Trespeuch

    (UQTR - Université du Québec à Trois-Rivières)

  • Elisabeth Robinot

    (ESG-UQAM - École des Sciences de la Gestion [UQAM] - UQAM - Université du Québec à Montréal = University of Québec in Montréal)

Abstract

This study investigates the impact of Perceived Corporate Philanthropy (PCP) on consumer attitudes and behaviors, focusing on brand loyalty and satisfaction. The research integrates empathic predispositions as a key factor and employs the Net Promoter Score (NPS) to measure brand loyalty. Using a self-administered survey among Canadian respondents, the results reveal a nuanced pattern of associations, indicating that heightened empathic predispositions may diminish the perception of corporate philanthropy. However, a positive relationship between perceived corporate philanthropy and brand loyalty is confirmed. The findings emphasize the need for a multifaceted approach to corporate philanthropy, considering diverse factors influencing consumer perceptions and behaviors.

Suggested Citation

  • Ahmed Benhoumane & Léo Trespeuch & Elisabeth Robinot, 2024. "Navigating the Nuances: Unraveling the Relationship Between Corporate Philanthropy, Empathy, and Brand Loyalty [Explorer les complexités : Démêler la relation entre la philanthropie d'entreprise, l," Post-Print hal-04786765, HAL.
    • Handle: RePEc:hal:journl:hal-04786765
    Note: View the original document on HAL open archive server: https://hal.science/hal-04786765v1
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    References listed on IDEAS

    as
    1. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    2. Xiaojun Fan & Nianqi Deng & Yi Qian & Xuebing Dong, 2022. "Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis," Journal of Business Ethics, Springer, vol. 175(2), pages 339-360, January.
    3. Robert J. Fisher & Mark Vandenbosch & Kersi D. Antia, 2008. "An Empathy-Helping Perspective on Consumers' Responses to Fund-Raising Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 519-531, February.
    4. Anh Dang & Trung Nguyen, 2021. "Valuation Effect of Emotionality in Corporate Philanthropy," Journal of Business Ethics, Springer, vol. 173(1), pages 47-67, September.
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