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  1. The Relationship between Corporate Philanthropy and Corporate Reputation: Examining the Consumer-Company-Cause Triad

    Szöcs, Ilona
    Although studies in scholarly journals suggest that corporate philanthropic activities may enhance corporate reputation, little systematic research on this effect exists. In fact, our knowledge of consumer responses to corporate philanthropic initiatives is limited. While corporate success relies on the support of customers, business benefits from corporate generosity - such as improved corporate reputation - are lacking. This dissertation investigates consumer perceptions of corporate philanthropy. Specifically, it explores the congruence among consumer perceptions of different philanthropic cause types, their geographical deployment, and the company-cause fit. Moreover, it aims to provide an understanding of the link between corporate philanthropy and corporate...
    (application/pdf) - 18-oct-2016

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