Navigating the Nuances: Unraveling the Relationship Between Corporate Philanthropy, Empathy, and Brand Loyalty

Explorer les complexités: Démêler la relation entre la philanthropie d'entreprise, l'empathie et la fidélité à la marque

Ahmed Benhoumane (), Léo Trespeuch () and Elisabeth Robinot
Additional contact information
Ahmed Benhoumane: Ascencia business school
Léo Trespeuch: UQTR - Université du Québec à Trois-Rivières
Elisabeth Robinot: ESG-UQAM - UQAM - Université du Québec à Montréal = University of Québec in Montréal

Post-Print from HAL

Abstract: This study investigates the impact of Perceived Corporate Philanthropy (PCP) on consumer attitudes and behaviors, focusing on brand loyalty and satisfaction. The research integrates empathic predispositions as a key factor and employs the Net Promoter Score (NPS) to measure brand loyalty. Using a self-administered survey among Canadian respondents, the results reveal a nuanced pattern of associations, indicating that heightened empathic predispositions may diminish the perception of corporate philanthropy. However, a positive relationship between perceived corporate philanthropy and brand loyalty is confirmed. The findings emphasize the need for a multifaceted approach to corporate philanthropy, considering diverse factors influencing consumer perceptions and behaviors.

Keywords: Corporate Philanthropy Perceived Philanthropy Brand Loyalty Empathic Predispositions Net Promoter Philanthropie corporative Philanthropie perçue Fidélité à la marque Prédispositions empathiques Net; Corporate Philanthropy; Perceived Philanthropy; Brand Loyalty; Empathic Predispositions; Net Promoter Philanthropie corporative; NPS; Corporate Philanthropy Perceived Philanthropy Brand Loyalty Empathic Predispositions Net Promoter Score (NPS); Net Promoter Score (NPS); Philanthropie perçue; Fidélité à la marque; Prédispositions empathiques (search for similar items in EconPapers)
Date: 2024-06-05
Note: View the original document on HAL open archive server: https://hal.science/hal-04786765v1
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Congrès international de l’AFM, Association Française du Marketing, Jun 2024, Paris, France

Downloads: (external link)
https://hal.science/hal-04786765v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04786765

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().