Linking cause assessment, corporate philanthropy, and corporate reputation

• DOI: 10.1007/s11747-014-0417-2
• Publication Date: 2014-12-10T04:26:51Z
• Authors: Ilona Szőcs; Bodo B. Schlegelm...; Thomas Rusch; Hamed M. Shamma
• Keywords: Corporate communication; Corporate branding; Reputation management

This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting. Findings show that corporate philanthropy can improve perceptions of the corporate reputation dimensions, but the results vary between customers and non-customers and depend on the country setting.