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When do social alliances pay off? How the effect on corporate image depends on consumers’ prosocial attitudes

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  • Bram Roosens

    (University of Antwerp)

  • Nathalie Dens

    (University of Antwerp
    Antwerp Management School)

Abstract

This study examines the potential benefits for a company’s corporate image in forming a social alliance with a social profit organization. Drawing on Associative Network theory, consumers’ attitude towards the social profit partner should transfer to the company’s corporate image. In addition, this article explores the moderating role of consumers’ attitude towards helping others and their global attitude towards charitable organizations on the strength of this relationship. An online experiment (n = 133) is conducted to test the hypotheses. The results show that, in a social alliance, a positive attitude towards the social profit partner positively impacts the corporate image of the company. Furthermore, we demonstrate that the more positive consumers’ general attitude towards charitable organizations, the more positive their attitude towards a company involved in a social alliance. Consumers’ attitude towards helping others positively moderates the effect of attitude towards the social profit on attitude towards the company. As a result, this study adds to a better understanding of how and when companies can strengthen their corporate image through social alliances.

Suggested Citation

  • Bram Roosens & Nathalie Dens, 2019. "When do social alliances pay off? How the effect on corporate image depends on consumers’ prosocial attitudes," Journal of Brand Management, Palgrave Macmillan, vol. 26(2), pages 195-208, March.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:2:d:10.1057_s41262-018-0126-0
    DOI: 10.1057/s41262-018-0126-0
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    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    2. Julia Maringoni Lopes & Cristela Maia Bairrada & Arnaldo Fernandes de Matos Coelho, 2024. "Perceived altruism in cause-related marketing," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 255-278, June.
    3. Bram Roosens & Nathalie Dens & Annouk Lievens, 2019. "Effects Of Partners’ Communications On Consumer Perceptions Of Joint Innovation Efforts," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 23(08), pages 1-26, December.
    4. Rezaee Vessal, Saeedeh & Partouche-Sebban, Judith & Schiavone, Francesco & Raïes, Karine, 2022. "We link, you link: Social alliances and community engagement among vulnerable consumers in oncology," Journal of Business Research, Elsevier, vol. 143(C), pages 36-45.

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