The Effect of Corporate Philanthropy on Consumer Behavior: Open Innovation in the Operating Mechanism

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 Authors: Ufera Idrees, Hira Aftab, Hamza Ahmad Qureshi, Mário Nuno Mata, José Moleiro Martins, Pedro Neves Mata, Jéssica Nunes Martins
Format: Article
Language:English
Published: Elsevier 2021-03-01
Series:Journal of Open Innovation: Technology, Market and Complexity
Subjects:
corporate philanthropy
reciprocity
trust
vicarious licensing
participation intention
purchasing intention
Online Access:https://www.mdpi.com/2199-8531/7/1/100

Internet

https://www.mdpi.com/2199-8531/7/1/100

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