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The Roles of Credibility and Social Consciousness in the Corporate Philanthropy-Consumer Behavior Relationship

机译:诚信与社会意识在企业慈善与消费者行为关系中的作用

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The attention paid to the influence of organizational philanthropy on consumer responses has precipitated a shift in the role this practice plays in organizational dynamics-with philanthropy becoming an increasingly strategic marketing tool. The authors develop and test a model predicting that: (1) perceived organizational credibility will mediate the relationship between awareness of philanthropy and the outcomes of advocacy and financial sacrifice; (2) consumer social consciousness will moderate the relationship between awareness of philanthropy and firm credibility, and between credibility and the outcome variables; and (3) these moderated relationships will be mediated by perceived credibility. Data obtained from a sample of professional golf patrons support our assertions. Notably, the findings implicate perceived credibility as a key intervening variable in the hypothesized relationships for the PGA Tour.
机译:对组织慈善事业对消费者反应的影响的关注引起了这种实践在组织动力学中的作用的转变-慈善事业已成为一种日益战略性的营销工具。作者开发并测试了一种预测模型,该模型预测:(1)感知到的组织信誉将介导慈善意识与倡导和财政牺牲的结果之间的关系; (2)消费者的社会意识将调节慈善意识与公司信誉之间的关系,以及信誉与结果变量之间的关系; (3)这些适度的关系将由感知的信誉来调节。从专业高尔夫顾客样本中获得的数据支持了我们的主张。值得注意的是,这些发现暗示了公认的信誉是美巡赛假设关系中的关键干预变量。

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