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

The 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 acti...

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Bibliographic Details
Main Author: Idrees, Ufera (author)
Other Authors: Aftab, Hira (author), Qureshi, Hamza Ahmad (author), Mata, Mário Nuno (author), Martins, José Moleiro (author), Mata, Pedro Neves (author), Martins, Jéssica Nunes (author)
Format: article
Language:eng
Published: 2021
Subjects:
Corporate philanthropy
Reciprocity
Trust
Vicarious licensing
Participation intention
Purchasing intention
Online Access:http://hdl.handle.net/10400.15/3469
Country:Portugal
Oai:oai:repositorio.ipsantarem.pt:10400.15/3469

Internet

http://hdl.handle.net/10400.15/3469

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