Perceptual differences in corporate philanthropy motives: a South Korean study

We studied what types of motives South Korean consumers and corporate giving officers attributed to corporate philanthropy (CP). Results showed gaps between consumers and corporate giving officers in that consumers more firmly believed corporations conducted CP for profit‐driven motives than did corporate giving officers, whereas the corporate giving officers more strongly perceived that corporations engaged in CP for altruistic motives. Based on these findings, we discuss managerial implications for practitioners. Copyright © 2011 John Wiley & Sons, Ltd.