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Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification

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  • Rim, Hyejoon
  • Yang, Sung-Un
  • Lee, Jaejin

Abstract

To provide insight for nonprofits and for-profits generating synergetic alliance, this study investigates how prior corporate reputation, nonprofit brand familiarity, and fit between company and nonprofit influence supportive CSR outcomes. The study also examines the mediation role of perceived altruism and consumer–company identification in such associations. The results show the significant main effects of corporate reputation, nonprofit familiarity, and company–nonprofit fit on supportive CSR outcomes. More importantly, results show that perceived altruism and the consumer–company identification significantly mediates the influence of a CSR partnership on supportive CSR outcomes. Interestingly, the direct effect of corporate reputation on consumer–company identification was not significant, suggesting that for a company to induce strong identification from consumers, the effects of corporate reputation should be mediated by its altruistic motives for practicing CSR activities.

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  • Rim, Hyejoon & Yang, Sung-Un & Lee, Jaejin, 2016. "Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3213-3219.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:9:p:3213-3219
    DOI: 10.1016/j.jbusres.2016.02.035
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    References listed on IDEAS

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    11. Lourdes Arco-Castro & Maria Victoria López-Pérez & Maria Carmen Pérez-López & Lázaro Rodríguez-Ariza, 2020. "Corporate philanthropy and employee engagement," Review of Managerial Science, Springer, vol. 14(4), pages 705-725, August.
    12. Rida Ashraf & Ruby Usman & Tehseen Azhar, 2022. "Impact of Perceive CSR, Transformational Leadership and Perceived Organizational Support on Organizational Identification and Pro environmental Behavior of Employees in Pharmaceutical Industry of Paki," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 227-236, December.
    13. Eunhye (Olivia) Park & Bongsug (Kevin) Chae & Junehee Kwon & Woo-Hyuk Kim, 2020. "The Effects of Green Restaurant Attributes on Customer Satisfaction Using the Structural Topic Model on Online Customer Reviews," Sustainability, MDPI, vol. 12(7), pages 1-20, April.
    14. Faisal Shahzad & Ijaz Ur Rehman & Faisal Nawaz & Noman Nawab, 2018. "Does family control explain why corporate social responsibility affects investment efficiency?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 880-888, September.
    15. Wolter, Jeremy S. & Donavan, D. Todd & Giebelhausen, Michael, 2021. "The corporate reputation and consumer-company identification link as a sensemaking process: A cross-level interaction analysis," Journal of Business Research, Elsevier, vol. 132(C), pages 289-300.
    16. Mbaye Fall Diallo & Norchène Ben Dahmane Mouelhi & Mahesh Gadekar & Marie Schill, 2021. "CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?," Journal of Business Ethics, Springer, vol. 169(2), pages 241-260, March.
    17. Nic S Terblanche & Christo Boshoff & Debbie Human-Van Eck, 2023. "The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 193-223, March.
    18. Banu Dincer & Caner Dincer, 2022. "Sustainable Communication; Perceived Motivation and Nature of the Commitment," Sustainability, MDPI, vol. 14(15), pages 1-11, August.
    19. Michael C. Peasley & Parker J. Woodroof & Joshua T. Coleman, 2021. "Processing Contradictory CSR Information: The Influence of Primacy and Recency Effects on the Consumer-Firm Relationship," Journal of Business Ethics, Springer, vol. 172(2), pages 275-289, August.
    20. Quang-An Ha & Phuong Nhi Nguyen Pham & Long Hoang Le, 2022. "What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 835-859, December.

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