What is it about?

This study examines the impact of corporate brand equity and corporate brand credibility on customer's intention to donate the charity program. To understand the complex relationship, this study points out the moderating effect of the materialistic attitude.

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Why is it important?

This paper extends the discussion on the altruism theory and corporate brands by establishing a critical linkage between materialistic attitude, corporate brand credibility and consumers’ intention to charity. Under high materialistic attitude, corporations are encouraged to promote strong business ethics.

Perspectives

Is it a good strategy to combine social and business activities?

Dr Aluisius Hery Pratono
Universitas Surabaya

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This page is a summary of: How does materialistic attitude influence the impact of corporate brand on the customers’ intention to donate to corporates’ charity?, Humanomics, November 2017, Emerald,
DOI: 10.1108/h-07-2016-0052.
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