Measured Societal Value and Its Impact on Donations and Perception of Corporate Social Responsibility: An Experimental Approach
- 9 June 2017
- journal article
- research article
- Published by SAGE Publications in Nonprofit and Voluntary Sector Quarterly
- Vol. 46 (5), 1030-1051
- https://doi.org/10.1177/0899764017713725
Abstract
Collaborations between nonprofits and corporations aim to serve both social and commercial goals. This study posits that social sponsorships can increase donations to nonprofits and simultaneously benefit corporations by communicating signals of measured societal value. Studies 1 and 2 provide evidence that communication of measured societal value, endorsed by a credible source, can increase willingness to donate to nonprofits through individuals’ perceptions of corporate social responsibility. Study 3 generalizes these findings, simultaneously showing that communication of measured societal value can reduce perceptions of hypocrisy toward corporations. It also examines the underlying mechanism of these results by investigating the serial mediation effects of corporate social responsibility perception and functional fit in the causal relationships from measured societal value to both increased willingness to donate to nonprofits and reduced perceptions of corporate hypocrisy. Furthermore, the work demonstrates that these effects are due to communication of measurement, not the source of the communication.Keywords
This publication has 29 references indexed in Scilit:
- Corporate sponsorships may hurt nonprofits: Understanding their effects on charitable givingJournal of Consumer Psychology, 2013
- A framework of brand value in B2B markets: The contributing role of functional and emotional componentsIndustrial Marketing Management, 2012
- Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility ImageJournal of Business Ethics, 2010
- The relevance of fit in a cause–brand alliance when consumers evaluate corporate credibilityJournal of Business Research, 2007
- A critical review of forms of corporate community involvement: from philanthropy to partnershipsInternational Journal of Nonprofit and Voluntary Sector Marketing, 2007
- SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOXJournal of Advertising, 2005
- The role of brand/cause fit in the effectiveness of cause-related marketing campaignsJournal of Business Research, 2004
- Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and ServicesJournal of Advertising, 2001
- The Persuasive Effect of Source Credibility: Tests of Cognitive ResponseJournal of Consumer Research, 1978
- Job Market SignalingThe Quarterly Journal of Economics, 1973