A Study on the Effect of Corporate Philanthropy Strategy on Consumer Response

摘要

The design to seek for good image by conducting the philanthropy is based on the general conclusion of corporate ethics, but whether consumers will respond to the fulfillment of corporate philanthropic responsibility isn't sufficiently verified by empirical research. Consumers are the most important stakeholders of an enterprise, and the corporate strategic objectives are hard to realize if its philanthropy fails to obtain the consumers' response. This paper investigates the influence of corporate philanthropy on consumers' response by the empirical approach, in the hope of helping enterprises with effective design and implementation of their philanthropic strategies.