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Open AccessArticle

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

by Erin Cho 1, Jihyun Lee 2,* and Yuri Lee 3
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.
Sustainability 2017, 9(7), 1094; https://doi.org/10.3390/su9071094
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)
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
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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.

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