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The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship

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  • Matthew Walker
  • Aubrey Kent

Abstract

The attention paid to the influence of organizational philanthropy on consumer responses has precipitated a shift in the role this practice plays in organizational dynamics—with philanthropy becoming an increasingly strategic marketing tool. The authors develop and test a model predicting that: (1) perceived organizational credibility will mediate the relationship between awareness of philanthropy and the outcomes of advocacy and financial sacrifice; (2) consumer social consciousness will moderate the relationship between awareness of philanthropy and firm credibility, and between credibility and the outcome variables; and (3) these moderated relationships will be mediated by perceived credibility. Data obtained from a sample of professional golf patrons support our assertions. Notably, the findings implicate perceived credibility as a key intervening variable in the hypothesized relationships for the PGA Tour. Copyright Springer Science+Business Media B.V. 2013

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  • Matthew Walker & Aubrey Kent, 2013. "The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship," Journal of Business Ethics, Springer, vol. 116(2), pages 341-353, August.
    • Handle: RePEc:kap:jbuset:v:116:y:2013:i:2:p:341-353
    DOI: 10.1007/s10551-012-1472-6
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    Cited by:

    1. Karikari Timothy Kwakye & Shimin Liu, 2024. "The Effect of Philanthropic Corporate Social Responsibility on Local CSR Awareness: Examining the Role of Corporate Transparency in Ghana," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 105-122.
    2. Jen-Sin Lee & Xiao-Yan Deng & Chih-Hsiung Chang, 2023. "Examining the Interactive Effect of Advertising Investment and Corporate Social Responsibility on Financial Performance," JRFM, MDPI, vol. 16(8), pages 1-21, August.
    3. María Lourdes Arco-Castro & María Victoria Lopez-Pérez & Sara Rodriguez-Gomez & Raquel Garde-Sánchez, 2020. "Do Stakeholders Modulate Philanthropic Strategy? Corporate Philanthropy as Stakeholders’ Engagement," Sustainability, MDPI, vol. 12(18), pages 1-18, September.
    4. Leon Zolotoy & Don O’Sullivan & Jill Klein, 2019. "Character Cues and Contracting Costs: The Relationship Between Philanthropy and the Cost of Capital," Journal of Business Ethics, Springer, vol. 154(2), pages 497-515, January.
    5. Matthew Walker & Stephen Hills & Bob Heere, 2017. "Evaluating a Socially Responsible Employment Program: Beneficiary Impacts and Stakeholder Perceptions," Journal of Business Ethics, Springer, vol. 143(1), pages 53-70, June.
    6. Carroll, Ryall & Kachersky, Luke, 2019. "Service fundraising and the role of perceived donation efficacy in individual charitable giving," Journal of Business Research, Elsevier, vol. 99(C), pages 254-263.
    7. Jean-Philippe Bouilloud & Ghislain Deslandes & Guillaume Mercier, 2019. "The Leader as Chief Truth Officer: The Ethical Responsibility of “Managing the Truth” in Organizations," Journal of Business Ethics, Springer, vol. 157(1), pages 1-13, June.
    8. Hills, Stephen & Walker, Matthew & Barry, Adam E., 2019. "Sport as a vehicle for health promotion: A shared value example of corporate social responsibility," Sport Management Review, Elsevier, vol. 22(1), pages 126-141.
    9. Yong Liu & Qian Xu & Zhi‐yang Liu, 2020. "A coordination mechanism through value‐added profit distribution in a supply chain considering corporate social responsibility," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 41(4), pages 586-598, June.
    10. Kumar, Prashant & Polonsky, Micheal Jay, 2019. "In-store experience quality and perceived credibility: A green retailer context," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 23-34.
    11. Sun Young Lee & Weiwu Zhang & Alan Abitbol, 2019. "What Makes CSR Communication Lead to CSR Participation? Testing the Mediating Effects of CSR Associations, CSR Credibility, and Organization–Public Relationships," Journal of Business Ethics, Springer, vol. 157(2), pages 413-429, June.
    12. Menno D. T. Jong & Mark Meer, 2017. "How Does It Fit? Exploring the Congruence Between Organizations and Their Corporate Social Responsibility (CSR) Activities," Journal of Business Ethics, Springer, vol. 143(1), pages 71-83, June.
    13. Li-Hsun Wang & Chu-Hsiung Lin & Erin H. Kao & Hung-Gay Fung, 2017. "Good deeds earn chits? Evidence from philanthropic family controlled firms," Review of Quantitative Finance and Accounting, Springer, vol. 49(3), pages 765-783, October.
    14. George Mofulu & Ancheng Pan & Pengfei Li, 2016. "Indirect reciprocity: Its antecedents and consequences in social entrepreneuring," Rationality and Society, , vol. 28(1), pages 105-138, February.
    15. Kaung-Hwa Chen & Feng-Hsiang Chang & Yu-Ling Chen & Pei-Ming Chen, 2019. "The Relationships between Corporate Credibility, Service Convenience, and Consumers’ Use Intentions: Toward Ticketing Apps for Low-Cost Carriers," Sustainability, MDPI, vol. 11(3), pages 1-18, February.
    16. Leon Zolotoy & Don O’Sullivan & Myeong-Gu Seo & Madhu Veeraraghavan, 2021. "Mood and Ethical Decision Making: Positive Affect and Corporate Philanthropy," Journal of Business Ethics, Springer, vol. 171(1), pages 189-208, June.
    17. Maryem Mehwish & Zia Khan & Syed Shujaat Ali Shah, 2021. "Consumer Responses to Corporate and Celebrity Philanthropy," SAGE Open, , vol. 11(3), pages 21582440211, September.
    18. Shafat Maqbool, 2019. "Does corporate social responsibility lead to superior financial performance? Evidence from BSE 100 index," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 219-231, September.
    19. Juelin Yin & Jiangyan Li & Jun Ma, 2024. "The Effects of CEO Awards on Corporate Social Responsibility Focus," Journal of Business Ethics, Springer, vol. 190(4), pages 897-916, April.
    20. Maria del García-de los Salmones & Angel Herrero & Patricia Martínez, 2021. "Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR," Journal of Business Ethics, Springer, vol. 171(3), pages 583-597, July.
    21. Lei Xu & Xiaoning Guo & Yan Liu & Xiaochen Sun & Jie Ji, 2022. "How Does Corporate Charitable Giving Affect Enterprise Innovation? A Literature Review and Research Directions," Sustainability, MDPI, vol. 14(23), pages 1-21, November.
    22. Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
    23. Molinillo, Sebastian & Japutra, Arnold & Ekinci, Yuksel, 2022. "Building brand credibility: The role of involvement, identification, reputation and attachment," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    24. Ling Zheng & Yunxia Zhu & Ruochen Jiang, 2019. "The Mediating Role of Moral Elevation in Cause-Related Marketing: A Moral Psychological Perspective," Journal of Business Ethics, Springer, vol. 156(2), pages 439-454, May.
    25. Dionysis Skarmeas & Constantinos N. Leonidou & Charalampos Saridakis & Giuseppe Musarra, 2020. "Pathways to Civic Engagement with Big Social Issues: An Integrated Approach," Journal of Business Ethics, Springer, vol. 164(2), pages 261-285, June.

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