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The Effect of corporate social responsibility on customer donations to corporate-supported nonprofits
Companies donate millions of dollars to various nonprofit organizations through various corporate social responsibility (CSR) initiatives, including philanthropy, cause-related marketing, employee volunteerism, and other innovative programs. Recent research findings provide support for the benefits that CSR initiatives provide companies, particularly in terms of enhanced consumer perceptions of the company, but little is known about the effects of CSR initiatives on nonprofits. This study addresses both the benefits and the effects. Despite some obvious benefits, CSR initiatives can be particularly risky for nonprofits, which usually are the less powerful party, and may not ultimately serve the nonprofit’s long-term interests. The results of four studies, one field-based survey and three follow-up laboratory experiments, support the fact that CSR initiatives can result in (1) an array of corporate benefits, including increased actual purchase behavior and more favorable evaluations, and (2) increased benefits, in the form of consumer donations, for nonprofits involved in CSR initiatives. The benefits occur both directly and indirectly through customers' identification with the corporation, which is the degree of overlap in a customer's self-concept and his or her perception of the corporation.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Nonprofit organizations Consumer attitudes Social responsibility Donations studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |