Corporate Philanthropic Giving, Advertising Intensity, and Industry Competition Level

This article examines whether the likelihood and amount of firm charitable giving in response to catastrophic events are related to firm advertising intensity, and whether industry competition level moderates this relationship. Using data on Chinese firms’ philanthropic response to the 2008 Sichuan...

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Bibliographic Details
Main Author: Zhang, Ran (Author)
Contributors: Zhu, Jigao ; Yue, Heng ; Zhu, Chunyan
Format: Electronic Article
Language:English
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Published: 2010
In: Journal of business ethics
Year: 2010, Volume: 94, Issue: 1, Pages: 39-52
Further subjects:B Corporate social responsibility
B industry competition level
B Advertising Intensity
B Corporate Philanthropy
B catastrophic events
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Description
Summary:This article examines whether the likelihood and amount of firm charitable giving in response to catastrophic events are related to firm advertising intensity, and whether industry competition level moderates this relationship. Using data on Chinese firms’ philanthropic response to the 2008 Sichuan earthquake, we find that firm advertising intensity is positively associated with both the probability and the amount of corporate giving. The results also indicate that this positive advertising intensity-philanthropic giving relationship is stronger in competitive industries, and firms in competitive industries are more likely to donate. This study thus provides evidence suggesting that even in the wake of catastrophic events, corporate philanthropic giving is strategic.
ISSN:1573-0697
Contains:Enthalten in: Journal of business ethics
Persistent identifiers:DOI: 10.1007/s10551-009-0248-0