Influence of Corporate Charitable Donations on Consumer Brand Attitude:Moderating Effect of Fit and Affinity

Abstract

Abstract:

Corporate charitable donation issue has been a research focus in the field of corporate social responsibility. But for the unconditional charitable donation issue, how to implement and realize the donationis becoming a problem for companies. In order to solve this problem, this paper, based on the theories of attribution and heuristic-systematic model, researches the moderating effect of corporate social responsibility fit and social cause affinity. Using a mediated moderation model, the paper constructs the mechanism of charitable donation and consumer brand attitude, explains the indirect effect of donation amount and donation form on consumer brand attitude. The main conclusions are as follows:donation amount and functional fit not only has a direct effect on consumer brand attitude, but also has an indirect influence through the mediation of altruistic attribution. Donation amount and image fit can only indirectly affect consumer brand attitude, so does the donation form and functional fit. In the end, the paper provides some important references for corporate charitable donations.

Key words: corporate charitable donations, social cause affinity, corporate social responsibility fit, consumer brand attitude

Yuan Haixia, Tian Hong. Influence of Corporate Charitable Donations on Consumer Brand Attitude:Moderating Effect of Fit and Affinity[J]. , 2015, 27(12): 110-119.

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