Research On The Relationship Among Corporate Philanthropy, Attribution Tendencies And Corporate Reputation Based On The Perspective Of Consumers

The corporate philanthropy contributes much to the corporate social responsibility. Thecurrent theories consider it as an important method to enhance the corporate reputation byassuming the responsibility. As the economic society develops and the market circumstanceschange, the public now pay more attention to the social responsibility, and the consumerscorrespondingly change their reaction and comments to the corporate philanthropy, making ita sensitive but worth-exploring topic. Therefore, the corporate philanthropy is hot to study inthe field of corporate management. Based on the literature review, the thesis here takes thecorporate philanthropy as a main focus to delve into the relationship among the corporatephilanthropy, the attribution tendencies, and the corporate reputation from the prospective ofconsumers by answering three questions: Which kind of the corporate philanthropy will beapproved by the consumers? What the consumers’ attribution tendencies will be towards thecorporate philanthropy? How can the attribution tendencies influence the corporatereputation? The results shows that, the corporate philanthropy which is perceived by theconsumers will lead to different attribution from them, including the altruistic attribution andthe egoistic one. Each of them will make a difference to the corporate reputation. Thealtruistic attribution can bring activeness, but the egoistic one will do negativity, whichmeans that corporate philanthropy can’t always promote the corporate reputation. Theconclusion will be not only helpful to the effective corporate philanthropy but also beneficialto the corporate reputation.