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The effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanism

2021-02Journal article Open access
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dc.contributor.authorIdrees, Ufera
dc.contributor.authorAftab, Hira
dc.contributor.authorQureshi, Hamza Ahmad
dc.contributor.authorMata, Mário Nuno
dc.contributor.authorMoleiro Martins, José
dc.contributor.authorMata, Pedro
dc.contributor.authorMartins, Jessica Nunes
dc.date.accessioned2023-02-08T17:47:54Z
dc.date.available2023-02-08T17:47:54Z
dc.date.issued2021-02
dc.descriptionArtigo publicado em revista científica internacionalpt_PT
dc.description.abstractThe aim of this study was to highlight the effect of corporate philanthropy (CP) on consumer patronage behavior. For this purpose, reciprocity was taken as the key mechanism which determines consumers’ willingness to participate in and buy goods or services of a company performing philanthropic activities. The moderating effect of trust and vicarious licensing was also studied. Considering the importance of CP to society and its residents, it is essential to recognize its effect on consumer patronage behavior. To accomplish this objective, data were collected from 340 respondents via a questionnaire. The results of this research revealed that reciprocity shows a statistically significantly positive association with both participation intention (R = 0.729, R2 = 0.531, p = 0.000, b = 0.740) and purchasing intention (R = 0.71, R2 = 0.534, p = 0.000, b = 0.878). Similarly, trust strengthens the relationship of reciprocity with both participation intention (b = 0.250) and purchasing intention (b = 0.310). However, vicarious licensing weakens the relationship of reciprocity with both participation intention (b = −0.175) and purchasing intention (b = −0.187). The mediation effect of participation intention was also examined in this study. The results of this research will contribute to the benefit of society, since philanthropy plays a vital role in society’s progress. The greater response of consumers towards companies performing philanthropic activities justifies the importance of CP.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationIdrees, U., Aftab, H., Qureshi, H. A., Mata, M. N., Martins, J. M., Mata, P. N., & Martins, J. N. (2021). The Effect of Corporate Philanthropy on Consumer Behavior: Open Innovation in the Operating Mechanism. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 100. https://doi.org/10.3390/joitmc7010100pt_PT
dc.identifier.doihttps://doi.org/10.3390/joitmc7010100pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.21/15508
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherMDPIpt_PT
dc.relation.ispartofseries;1
dc.relation.publisherversionhttps://www.mdpi.com/2199-8531/7/1/100pt_PT
dc.subjectCorporate philanthropypt_PT
dc.subjectReciprocitypt_PT
dc.subjectTrustpt_PT
dc.subjectVicarious licensingpt_PT
dc.subjectParticipation intentionpt_PT
dc.subjectPurchasing intentionpt_PT
dc.titleThe effect of corporate philanthropy on consumer behavior: open innovation in the operating mechanismpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage13pt_PT
oaire.citation.startPage1pt_PT
oaire.citation.titleJournal of Open Innovation: Technology, Market, and Complexity,pt_PT
oaire.citation.volume7pt_PT
person.familyNameAftab
person.familyNameQureshi
person.familyNameMata
person.familyNameMoleiro Martins
person.familyNameMata
person.familyNameMartins
person.givenNameHira
person.givenNameHamza Ahmad
person.givenNameMário Nuno
person.givenNameJosé
person.givenNamePedro
person.givenNameJessica Nunes
person.identifier1403614
person.identifier1485846
person.identifier.ciencia-idFA13-1761-4192
person.identifier.ciencia-id5F1F-3C6C-A7BD
person.identifier.orcid0000-0003-3744-3545
person.identifier.orcid0000-0003-2105-3382
person.identifier.orcid0000-0003-1765-4273
person.identifier.orcid0000-0001-6853-2917
person.identifier.orcid0000-0001-8465-9539
person.identifier.orcid0000-0003-0091-7989
person.identifier.scopus-author-id36008956400
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
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