A Study on the Effect of Corporate Philanthropy Strategy on Consumer Response

摘要：

The design to seek for good image by conducting the philanthropy is based on the general conclusion of corporate ethics, but whether consumers will respond to the fulfillment of corporate philanthropic responsibility isnt sufficiently verified by empirical research. Consumers are the most important stakeholders of an enterprise, and the corporate strategic objectives are hard to realize if its philanthropy fails to obtain the consumers response. This paper investigates the influence of corporate philanthropy on consumers response by the empirical approach, in the hope of helping enterprises with effective design and implementation of their philanthropic strategies.

作者: LIANG Wenling CUI Na

作者单位: Business School, Shandong University, Weihai, P.R.China, 264209

会议类型: 国际会议

会议名称: 2011 International Conference on Strategic Management(2011年战略管理国际会议 ICSM)

会议地点: 成都

会议语种:英文

页码: 665-674

在线出版日期: 2011-09-24（万方平台首次上网日期，不代表论文的发表时间）