Research On The Impact Of Corporate Charitable Donation Types On Consumer Brand Attitude

In recent years,corporate charitable donations have made important contributions to assisting social disadvantaged groups,balancing the gap between the rich and the poor,and promoting people's livelihood.On the one hand,companies have the demand for economic profit,on the other hand,they also have the obligation to undertake social responsibility.Through charitable donations,they can not only assume social responsibilities,but also promote consumers' positive brand attitude and improve their business conditions.However,in real life,when many companies participate in charitable donation activities,they do not combine the actual situation of the company itself,and even ignore the psychological expectations of consumers,and then take inappropriate donations,resulting in consumer's egoistic attribution.The attribution cause the company to pay the cost of social responsibility without receiving the expected consumer response.So,how exactly does corporate charitable donation affect consumers' brand attitudes? Its influence mechanism deserves further study.This article reviews related research on corporate charitable donation types,corporate warmth,perceived altruism,and brand attitudes.Based on Attribution Theory and the S-O-R model,a theoretical model of corporate charitable donation types affecting consumer brand attitudes is constructed,and through date analysis to compare the two ways of donations by companies — goodsl donations and money donations,which have different impacts on consumer brand attitudes.The pre-experimentation proves that the manipulation of corporate warmth level in this paper is successful.Experiment 1 found that consumers have a more positive brand attitude towards companies that have participated in charitable donations than companies that have not participated in charitable donations.Furthermore,compared with money donations,consumers have a more positive brand attitude towards companies that make goods donations.Through experiment 2,it was found that perceived altruism plays a full mediating role between the type of corporate charitable donation and consumer brandattitudes.The higher the consumer's perceived altruistic behavior of corporate charitable donation behavior,the more positive the brand attitude.Corporate warmth plays a moderating role between the type of charitable donation and perceived altruism.In the context of low corporate warmth,compared with money donations,goods donations can improve consumers' perception of altruism,and in the context of high corporate warmth,Whether it is a goodsl donation or a money donation,there is no significant difference in enhancing consumer brand attitudes.According to the research conclusions,this article gives the following marketing management suggestions on the theme of corporate charity donation from the perspectives of enterprises,government management departments,and consumers: first,enterprises should pay attention to consumers' psychological perception and raising corporate warmth;Second,government administration should guide the company to establish correct values and proactively fulfills its social responsibility,and promotes the long-term and comprehensive development of corporate social responsibility.Finally,enhancing the consumer's discernment ability,strengthening public opinion supervision through multiple channels,and promoting the comprehensive and coordinated development of charities.