The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism

Detalhes bibliográficos
Autor(a) principal: Idrees, Ufera
Data de Publicação: 2021
Outros Autores: Aftab, Hira, Qureshi, Hamza Ahmad, Mata, Mário Nuno, Moleiro Martins, José, Mata, Pedro, Martins, Jessica Nunes
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.21/15508
Resumo: Artigo publicado em revista científica internacional
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spelling The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanismCorporate philanthropyReciprocityTrustVicarious licensingParticipation intentionPurchasing intentionArtigo publicado em revista científica internacionalThe aim of this study was to highlight the effect of corporate philanthropy (CP) on consumer patronage behavior. For this purpose, reciprocity was taken as the key mechanism which determines consumers’ willingness to participate in and buy goods or services of a company performing philanthropic activities. The moderating effect of trust and vicarious licensing was also studied. Considering the importance of CP to society and its residents, it is essential to recognize its effect on consumer patronage behavior. To accomplish this objective, data were collected from 340 respondents via a questionnaire. The results of this research revealed that reciprocity shows a statistically significantly positive association with both participation intention (R = 0.729, R2 = 0.531, p = 0.000, b = 0.740) and purchasing intention (R = 0.71, R2 = 0.534, p = 0.000, b = 0.878). Similarly, trust strengthens the relationship of reciprocity with both participation intention (b = 0.250) and purchasing intention (b = 0.310). However, vicarious licensing weakens the relationship of reciprocity with both participation intention (b = −0.175) and purchasing intention (b = −0.187). The mediation effect of participation intention was also examined in this study. The results of this research will contribute to the benefit of society, since philanthropy plays a vital role in society’s progress. The greater response of consumers towards companies performing philanthropic activities justifies the importance of CP.MDPIRCIPLIdrees, UferaAftab, HiraQureshi, Hamza AhmadMata, Mário NunoMoleiro Martins, JoséMata, PedroMartins, Jessica Nunes2023-02-08T17:47:54Z2021-022021-02-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.21/15508engIdrees, U., Aftab, H., Qureshi, H. A., Mata, M. N., Martins, J. M., Mata, P. N., & Martins, J. N. (2021). The Effect of Corporate Philanthropy on Consumer Behavior: Open Innovation in the Operating Mechanism. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 100. https://doi.org/10.3390/joitmc7010100https://doi.org/10.3390/joitmc7010100info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-08-03T10:13:08Zoai:repositorio.ipl.pt:10400.21/15508Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T20:23:10.169150Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
title The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
spellingShingle The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
Idrees, Ufera
Corporate philanthropy
Reciprocity
Trust
Vicarious licensing
Participation intention
Purchasing intention
title_short The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
title_full The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
title_fullStr The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
title_full_unstemmed The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
title_sort The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism
author Idrees, Ufera
author_facet Idrees, Ufera
Aftab, Hira
Qureshi, Hamza Ahmad
Mata, Mário Nuno
Moleiro Martins, José
Mata, Pedro
Martins, Jessica Nunes
author_role author
author2 Aftab, Hira
Qureshi, Hamza Ahmad
Mata, Mário Nuno
Moleiro Martins, José
Mata, Pedro
Martins, Jessica Nunes
author2_role author
author
author
author
author
author
dc.contributor.none.fl_str_mv RCIPL
dc.contributor.author.fl_str_mv Idrees, Ufera
Aftab, Hira
Qureshi, Hamza Ahmad
Mata, Mário Nuno
Moleiro Martins, José
Mata, Pedro
Martins, Jessica Nunes
dc.subject.por.fl_str_mv Corporate philanthropy
Reciprocity
Trust
Vicarious licensing
Participation intention
Purchasing intention
topic Corporate philanthropy
Reciprocity
Trust
Vicarious licensing
Participation intention
Purchasing intention
description Artigo publicado em revista científica internacional
publishDate 2021
dc.date.none.fl_str_mv 2021-02
2021-02-01T00:00:00Z
2023-02-08T17:47:54Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.21/15508
url http://hdl.handle.net/10400.21/15508
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Idrees, U., Aftab, H., Qureshi, H. A., Mata, M. N., Martins, J. M., Mata, P. N., & Martins, J. N. (2021). The Effect of Corporate Philanthropy on Consumer Behavior: Open Innovation in the Operating Mechanism. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 100. https://doi.org/10.3390/joitmc7010100
https://doi.org/10.3390/joitmc7010100
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
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dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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