Linking cause assessment, corporate philanthropy, and corporate reputation

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...

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Bibliographic Details
Published inJournal of the Academy of Marketing Science Vol. 44; no. 3; pp. 376 - 396
Main Authors Szőcs, Ilona, Schlegelmilch, Bodo B., Rusch, Thomas, Shamma, Hamed M.
Format Journal Article
LanguageEnglish
Published New York Springer US 01.05.2016
Springer
Springer Nature B.V
Subjects
Analysis
Business and Management
Consumers
Corporate image
Corporate responsibility
Corporate social responsibility
Customers
Hypotheses
Marketing
Original Empirical Research
Perceptions
Philanthropy
Pro bono services
Reputation
Reputations
Social aspects
Social responsibility
Social Sciences
Stakeholders
Studies
Telecommunications industry
Austria
Egypt
Corporate reputation
Balance theory
Austria
Corporate philanthropy
Egypt
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Summary: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.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-014-0417-2