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Linking cause assessment, corporate philanthropy, and corporate reputation

Author

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  • Ilona Szőcs

    (WU Vienna University of Economics and Business)

  • Bodo B. Schlegelmilch

    (WU Vienna University of Economics and Business)

  • Thomas Rusch

    (WU Vienna University of Economics and Business)

  • Hamed M. Shamma

    (The American University in Cairo)

Abstract

This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting. Findings show that corporate philanthropy can improve perceptions of the corporate reputation dimensions, but the results vary between customers and non-customers and depend on the country setting.

Suggested Citation

  • Ilona Szőcs & Bodo B. Schlegelmilch & Thomas Rusch & Hamed M. Shamma, 2016. "Linking cause assessment, corporate philanthropy, and corporate reputation," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 376-396, May.
    • Handle: RePEc:spr:joamsc:v:44:y:2016:i:3:d:10.1007_s11747-014-0417-2
    DOI: 10.1007/s11747-014-0417-2
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