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

Sufyan Baksh-Mohammed, Coy Callison, Min Hwan Choi

Research output: Contribution to journalArticlepeer-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 languageEnglish
Pages (from-to)498-500
Number of pages3
JournalPublic Relations Review
Volume38
Issue number3
DOIs
StatePublished - Sep 2012

Keywords

  • Charity
  • Corporate social responsibility
  • Credibility
  • Experiment

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