The influence of brands’ internationalization degree on consumers’ attitudes toward cross-border philanthropy: based on theory of legitimacy

IF 1.9 4区 管理学 Q3 MANAGEMENT
Zelin Tong, Huilin Liu, Diyi Liu, Ling Zhou
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引用次数: 0

Abstract

Purpose

This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy as a mediating mechanism. The authors further investigate the moderating role of cause acuteness in this effect to identify practical strategies for managers.

Design/methodology/approach

The hypotheses are tested via laboratory experiments. In brief, Study 1 investigates the relationship between a brand’s degree of internationalization and perceived legitimacy for corporate cross-border philanthropy and the impact of internationalization on consumers’ brand evaluations of such philanthropy. Study 2 addresses the moderating role of cause acuteness.

Findings

The authors discover that companies with a high (vs low) degree of internationalization gained more legitimacy, and thus better brand evaluations, upon engaging in corporate cross-border philanthropy. This effect reverses when the causes are related to sudden disasters rather than ongoing tragedies.

Practical implications

This study provides valuable guidance for marketers seeking to leverage cross-border philanthropy to enhance consumers’ brand attitudes. Specifically, brands’ degree of internationalization should be consistent when performing cross-border philanthropy. Otherwise, brands will struggle to gain legitimacy and will earn less favorable consumer evaluations.

Originality/value

This work enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and elucidates consumers’ attitudes toward this type of philanthropy in a corporate context. This study also meaningfully contributes to research on brands’ internationalization and legitimacy.

品牌国际化程度对消费者跨境慈善态度的影响:基于合法性理论
目的本研究旨在探讨品牌的国际化程度如何以合法性为中介机制影响消费者对品牌参与跨境慈善事业的态度。作者进一步研究了原因敏锐度在这一影响中的调节作用,从而为管理者找出切实可行的策略。简而言之,研究 1 探讨了品牌的国际化程度与企业跨境慈善事业的感知合法性之间的关系,以及国际化程度对消费者对此类慈善事业的品牌评价的影响。作者发现,国际化程度高(相对于低)的公司在参与企业跨境慈善活动时获得了更多的合法性,从而获得了更好的品牌评价。这项研究为营销人员提供了宝贵的指导,帮助他们利用跨境慈善活动提升消费者的品牌态度。具体而言,品牌的国际化程度应与跨国慈善活动保持一致。原创性/价值 本研究丰富了跨境慈善领域的企业社会责任文献,阐明了消费者对企业跨境慈善的态度。本研究还对品牌的国际化和合法性研究做出了有意义的贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.90
自引率
13.60%
发文量
63
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