Positive influence of organizational charitable involvement on perceptions of credibility and purchase intention

Sufyan Baksh-Mohammed; Coy Callison; Min Hwan Choi

doi:10.1016/j.pubrev.2012.02.004

Positive influence of organizational charitable involvement on perceptions of credibility and purchase intention

Sufyan Baksh-Mohammed, Coy Callison, Min Hwan Choi

Public Relations

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

The influence of charity involvement on perceptions of the organization's communication of charitable activity was examined experimentally. Results suggest that the inclusion of charity statements on an organization's homepage leads to more positive evaluations of organizational credibility and higher purchase intention. In crisis scenarios, charitable involvement neither negatively nor positively influences perceptions of credibility.

Original language	English
Pages (from-to)	498-500
Number of pages	3
Journal	Public Relations Review
Volume	38
Issue number	3
DOIs	https://doi.org/10.1016/j.pubrev.2012.02.004
State	Published - Sep 2012

Keywords

Charity
Corporate social responsibility
Credibility
Experiment

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10.1016/j.pubrev.2012.02.004

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title = "Positive influence of organizational charitable involvement on perceptions of credibility and purchase intention",

abstract = "The influence of charity involvement on perceptions of the organization's communication of charitable activity was examined experimentally. Results suggest that the inclusion of charity statements on an organization's homepage leads to more positive evaluations of organizational credibility and higher purchase intention. In crisis scenarios, charitable involvement neither negatively nor positively influences perceptions of credibility.",

keywords = "Charity, Corporate social responsibility, Credibility, Experiment",

author = "Sufyan Baksh-Mohammed and Coy Callison and Choi, {Min Hwan}",

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KW - Corporate social responsibility

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