消费者对企业捐赠行为的评价:企业声誉及捐赠类型的影响

被引：8

作者：

朱翊敏

颜宏忠

机构：

[1] 中山大学管理学院

来源：

华东经济管理 | 2010年 / 24卷 / 06期

关键词：

事业关联营销; 社会责任; 声誉; 消费者评价;

D O I：

暂无

中图分类号：

F270 [企业经济理论和方法]; F224 [经济数学方法];

学科分类号：

1202 ; 120202 ; 0701 ; 070104 ;

摘要：

文章基于中国消费者对企业捐赠行为及企业社会责任的认知,探索了消费者对三种不同声誉类型公司(声誉较好、声誉一般和声誉较差)和两种不同捐赠方式(无条件捐赠和事业关联营销)的认知和评价。研究发现中国消费者对无条件捐赠和事业关联捐赠的动机归因并不存在显著性差异;声誉较好的企业参与无条件捐赠不一定能提升其形象,但是参与事业关联捐赠则会对企业造成负面的影响;声誉较差的企业参与任何一类捐赠活动都可以有效地改善其负面形象,而且参与事业关联捐赠的效果更好。

引用

页码：116 / 121

页数：6

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