How does materialistic attitude influence the impact of corporate brand on the customers’ intention to donate to corporates’ charity?

Pratono, Aluisius Hery and Tjahjono, Godo (2017) How does materialistic attitude influence the impact of corporate brand on the customers’ intention to donate to corporates’ charity? Humanomics, 33 (4). pp. 484-498. ISSN 0828-8666

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Purpose – The purpose of this paper is to determine the impact of corporate brand equity and corporate brand credibility on customer’s intention to donate the charity program. To understand the complex the relationship, this study points out the moderating effect of the materialistic attitude. Design/methodology/approach – The empirical study involved a survey of young customers in Indonesia telecommunication industry. The data collection involved face-to-face interviews among 409 respondents in Jakarta Indonesia between December 2015 and January 2016. Findings – This study indicates a positive impact on corporate brand equity and brand credibility on their customers’ intention to support the social charity. However, materialistic attitude slightly changes the impact the direction of the corporate brand on the customers’ intention to participate. Research limitations/implications – This research relies on a cross-sectional observation, which was one snapshot observation in specific time. Second, this study uses the interview to help the respondents understand the questionnaires; this may imply on the level of objectiveness of respondents. Practical/implications – This paper extends the discussion on the altruism theory and corporate brands by establishing a critical linkage between materialistic attitude, corporate brand credibility, and consumers’ the intention of charity. Under high materialistic attitude, corporations are encouraged to promote strong business ethics. Originality/value – This study makes a contribution to the deepening understanding on altruism theory and conscious corporate responsibility through raising a concern on marketing practices, which entails a potential fraud from charity ethics.

Item Type: Article
Uncontrolled Keywords: Corporate brand equity, Charity, Conscious corporate social responsibility, Corporate brand credibility, Intention to charity, Materialistic attitude
Subjects: B Philosophy. Psychology. Religion > BJ Ethics
H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
H Social Sciences > HJ Public Finance
Divisions: Faculty of Business and Economic > Department of Economic
Depositing User: Hery Pratono 31105
Date Deposited: 20 Nov 2017 06:17
Last Modified: 21 Aug 2020 02:23

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