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

Matthew Walker () and Aubrey Kent ()

Journal of Business Ethics, 2013, vol. 116, issue 2, 353 pages

Abstract: 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. Copyright Springer Science+Business Media B.V. 2013

Keywords: Sport philanthropy; Perceived organizational credibility; Social consciousness; Consumer advocacy (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (25)

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DOI: 10.1007/s10551-012-1472-6

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