Next Article in Journal
Development of the Korean Climate Change Vulnerability Assessment Tool (VESTAP)—Centered on Health Vulnerability to Heat Waves
Previous Article in Journal
Energy Efficiency for Airtightness and Exterior Wall Insulation of Passive Houses in Hot Summer and Cold Winter Zone of China
Article Menu
Issue 7 (July) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(7), 1094; doi:10.3390/su9071094

Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit

1
Strategic Design Management, School of Design Strategies, Parsons, New York, NY 10011, USA
2
Department of Fashion Marketing, Textile & Fashion Campus of Korea Polytechnics, Daegu 41027, Korea
3
Department of Textiles, Merchandising and Fashion Design/Research Institute of Human Ecology, Seoul National University, Seoul 08826, Korea
*
Author to whom correspondence should be addressed.
Received: 18 April 2017 / Revised: 11 June 2017 / Accepted: 20 June 2017 / Published: 23 June 2017
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
View Full-Text   |   Download PDF [467 KB, uploaded 26 June 2017]   |  

Abstract

This study investigates the manner in which corporate philanthropy affects consumer patronage toward a brand. In so doing, we propose reciprocity as a key mechanism, which manifests the effect of corporate philanthropy on patronage behavior, and examine how vicarious licensing and strategic fit would mitigate the relationship between reciprocity and patronage behavior. The results indicate that reciprocity significantly increases one’s intention to participate in the philanthropic activities that a company supports and the intention to purchase its products. Vicarious licensing is found to lessen the effects of reciprocity on participation intention and purchasing intention. Strategic fit strengthens the path from participation intention to purchasing intention. View Full-Text
Keywords: philanthropic responsibility; reciprocity; licensing; strategic fit; participation intention; purchasing intention philanthropic responsibility; reciprocity; licensing; strategic fit; participation intention; purchasing intention
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Cho, E.; Lee, J.; Lee, Y. Corporate Philanthropy Affecting Consumer Patronage Behavior: The Effect of Reciprocity and the Moderating Roles of Vicarious Licensing and Strategic Fit. Sustainability 2017, 9, 1094.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top