Linking cause assessment, corporate philanthropy, and corporate reputation

Ilona Szőcs (), Bodo B. Schlegelmilch (), Thomas Rusch () and Hamed M. Shamma ()
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Ilona Szőcs: WU Vienna University of Economics and Business
Bodo B. Schlegelmilch: WU Vienna University of Economics and Business
Thomas Rusch: WU Vienna University of Economics and Business
Hamed M. Shamma: The American University in Cairo

Journal of the Academy of Marketing Science, 2016, vol. 44, issue 3, No 8, 376-396

Abstract: Abstract This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting. Findings show that corporate philanthropy can improve perceptions of the corporate reputation dimensions, but the results vary between customers and non-customers and depend on the country setting.

Keywords: Corporate philanthropy; Corporate reputation; Balance theory; Austria; Egypt (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (19)

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DOI: 10.1007/s11747-014-0417-2

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