Publication
Title
When do social alliances pay off? How the effect on corporate image depends on consumers' prosocial attitudes
Author
Abstract
This study examines the potential benefits for a company's corporate image in forming a social alliance with a social profit organization. Drawing on Associative Network theory, consumers' attitude towards the social profit partner should transfer to the company's corporate image. In addition, this article explores the moderating role of consumers' attitude towards helping others and their global attitude towards charitable organizations on the strength of this relationship. An online experiment (n = 133) is conducted to test the hypotheses. The results show that, in a social alliance, a positive attitude towards the social profit partner positively impacts the corporate image of the company. Furthermore, we demonstrate that the more positive consumers' general attitude towards charitable organizations, the more positive their attitude towards a company involved in a social alliance. Consumers' attitude towards helping others positively moderates the effect of attitude towards the social profit on attitude towards the company. As a result, this study adds to a better understanding of how and when companies can strengthen their corporate image through social alliances.
Language
English
Source (journal)
Journal of brand management. - Londen
Publication
Londen : 2019
ISSN
1350-231X
Volume/pages
26 :2 (2019) , p. 195-208
ISI
000465156200008
Full text (Publisher's DOI)
Full text (open access)
UAntwerpen
Faculty/Department
Research group
Project info
Communicating about co-creation with multiple stakeholders: the role of the stakeholders' network and the impact on consumer adoption.
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 18.05.2018
Last edited 06.09.2021
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