KOREASCHOLAR

EFFECTS OF PERCEIVED PHILANTHROPY OF LEADING BRAND CORPORATE ON CONSUMER LOYALTY

Jongchul Park, Anesh Sthapit, Yoon Yong Hwang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298821
Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.801
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Corporate philanthropic activities, such as charitable donations, have become one of the main business practices worldwide. However, academicians have paid relatively scant attention to verifying the effectiveness of corporate philanthropy (CP) in terms of a firm’s performance. Therefore, this study aims to reveal the influence of CP on consumer loyalty that leads to a firm’s ultimate financial success. In addition, this study aims to investigate mechanisms through which CP influences consumer loyalty, as yet largely unexplored field. Results reveal that CP has an impact on consumer loyalty that is sequentially mediated by gratitude, trust, and finally commitment. This research contributes to expanding the scope of CP research verifying the effectiveness of CP on consumer loyalty.

Author
  • Jongchul Park(Chosun University)
  • Anesh Sthapit(Chosun University)
  • Yoon Yong Hwang(Chosun University)