Donation type effects in corporate giving: A moderated dual mediation model

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2025.115195

Sajeeb Saha , Ravi Pappu , Kumar Rakesh Ranjan , Saeed Akhlaghpour

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引用次数: 0

Abstract

This research draws on attribution theory to investigate how the type of donation (time vs. cash vs. product) affects consumer evaluations of companies engaged in corporate giving. Across two experiments, the authors examine how donor warmth and brand reputation moderate, and perceived altruism and brand trust mediate, the impact of donation type on consumer evaluations (company attitude, charitable credit, and WOM). Study 1 shows that donating time or product (vs. cash) leads to more favorable consumer evaluations via perceived altruism. The indirect effects of time (vs. cash) donation are pronounced for low-warmth donors. Study 2 shows that time (vs. cash) donation results in more favorable consumer evaluations via perceived altruism and brand trust, particularly for relatively lower brand reputation donors. This research advances the corporate giving literature by uncovering distinct routes (perceived altruism and brand trust), through which the type of donation affects consumer evaluations. Additionally, it confirms the moderating effect of donor warmth and brand reputation in this relationship.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.