The effect of corporate philanthropy on consumer behavior:open innovation in the operating mechanism
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.15/3469 |
Resumo: | The 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 |
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The effect of corporate philanthropy on consumer behavior:open innovation in the operating mechanismCorporate philanthropyReciprocityTrustVicarious licensingParticipation intentionPurchasing intentionThe 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 CPMDPIRepositório Científico do Instituto Politécnico de SantarémIdrees, UferaAftab, HiraQureshi, Hamza AhmadMata, Mário NunoMartins, José MoleiroMata, Pedro NevesMartins, Jéssica Nunes2021-05-03T13:20:29Z20212021-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.15/3469engIdrees, 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). Doi:10.3390/joitmc70101002199-853110.3390/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:RCAAP2024-01-21T07:35:17Zoai:repositorio.ipsantarem.pt:10400.15/3469Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:55:14.697290Repositório 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 Martins, José Moleiro Mata, Pedro Neves Martins, Jéssica Nunes |
author_role |
author |
author2 |
Aftab, Hira Qureshi, Hamza Ahmad Mata, Mário Nuno Martins, José Moleiro Mata, Pedro Neves Martins, Jéssica Nunes |
author2_role |
author author author author author author |
dc.contributor.none.fl_str_mv |
Repositório Científico do Instituto Politécnico de Santarém |
dc.contributor.author.fl_str_mv |
Idrees, Ufera Aftab, Hira Qureshi, Hamza Ahmad Mata, Mário Nuno Martins, José Moleiro Mata, Pedro Neves Martins, Jéssica 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 |
The 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 |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-05-03T13:20:29Z 2021 2021-01-01T00:00:00Z |
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/10400.15/3469 |
url |
http://hdl.handle.net/10400.15/3469 |
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). Doi:10.3390/joitmc7010100 2199-8531 10.3390/joitmc7010100 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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