| Corporate donation has become an important way for lots of enterprises to fulfill their social responsibilities,and has attracted more and more attention.However,corporate donation does not necessarily bring positive effects to enterprises.Therefore,scholars began to study the factors that influence the performance of corporate donation and they find that the performance of corporate donation will be influenced by the corporate association existing before the donation.But there is still a gap in the study of the relative influence of corporate ability(CA)and corporate social responsibility(CSR)association and the influence of positive/negative CA and CSR mixed association on corporate donation behavior.It has important practical and theoretical significance to study the impact of existing association or reputation on corporate donation performance,from the perspective of the relative influence of CA and CSR association.This study examines the relative influence of corporate association(CA and CSR)on corporate donation performance(consumer motivation attribution and consumer response)under positive / negative conditions and the influence of positive / negative CA and CSR mixed associations.The findings indicated that as far as the consumer's motivation attribution,there is no significant difference between PCSR association and PCA association,but compared with NCSR association,NCA association reveals higher levels of consumers' altruistic attribution.And under the mixed association condition,compared with PCA&NCSR association corporations,the donation of PCSR&NCA association corporations is more likely to be seen altruistic.With regard to the increment of consumer response,compared with PCSR association,PCA association corporations experiences greater response i ncrement;compared with NCA association,the donation of NCSR association corporate has better repair ability.Under mixed association condition,the donation of PCA&NCSR association corporate improves consumer's response more obviously.In addition,this paper study the influence of different donation ways(unconditional donation and caused-related marketing).The results indicated that compared with caused-related marketing,unconditional donation reveals more altruistic attribution,but there is no signif icant difference in consumer response.This study provided a reference for the practice of corporate donation and enriched the research results of enterprise donation and corporate association. |
