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Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study |
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| Authors: | Hanjoon Lee TaeKyu Park Hyoung Koo Moon YongHee Yang Chankon Kim |
| Affiliation: | a Haworth School of Business, Western Michigan University, Kalamazoo, Michigan, United States b School of Business, Sejong University, 98 Gunja-dong, Gwangjin-gu, Seoul, Republic of Korea c School of Commerce, Yonsei University, 134 Shinchon-dong, Seodaemoon-gu, Seoul, Korea d School of Business, Korea University, Anam-dong, Seong Buk-gu, Seoul, Republic of Korea e School of Social Welfare, Hoseo University, 268 Anseo-dong, Chunan, Chungnam, Republic of Korea f School of Commerce, Saint Mary's University, 923 Robie Street, Halifax, Nova Scotia, Canada |
| Abstract: | This study proposes a model integrating attributions about perceived motives of corporation philanthropy (CP), attitude towards the corporations conducting CP, and subsequent purchasing intention. The model is tested in South Korea where the culture and business environment are different from that in North America. Data are collected from two different stakeholder groups of South Koreans (127 managers and 229 consumers: total sample of 356). The results based on the total sample indicate that only when corporations are perceived as conducting CP for public-serving (altruistic) motives, the CP significantly influences attitude towards the corporations. When the sample is divided into the two different stakeholder groups, non-identical patterns of relationships between motives and attitudes are observed. Managers show favorable relationships between motives and attitude, while consumers become skeptical for the reactive motive. The functional relationships between motives and attitude proposed in the model are partially supported with the South Korean data. |
| Keywords: | Corporate philanthropy Motives Stakeholders Attitudes Korea |
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