Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy

摘要

In recent years, the nature of corporate giving has begun to change. Corporate philanthropy, whereby a corporation donates a portion of its resources to a societal cause, has become more focused and strategic in its' execution (Corporate Philanthropy, 2012). In order to compete, companies have begun to reevaluate, not only which causes to support, but also the manner in which they support them. To that end, there is a need for a deeper understanding of the underlying processes that drive returns from CSR related activities (Bhattacharya et al., 2009, p. 258).