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 |
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Pages (from-to) | 498-500 |
Number of pages | 3 |
Journal | Public Relations Review |
Volume | 38 |
Issue number | 3 |
DOIs | |
State | Published - Sep 2012 |
Keywords
- Charity
- Corporate social responsibility
- Credibility
- Experiment