RT Article
T1 Consumer Evaluations of Social Alliances: The Effects of Perceived Fit Between Companies and Non-Profit Organizations
JF Journal of business ethics
VO 109
IS 2
SP 163
OP 174
A1 Kim, Namin
A1 Sung, Youri
A1 Lee, Moonkyu
A2 Sung, Youri
A2 Lee, Moonkyu
LA English
YR 2012
UL https://ixtheo.de/Record/1785645455
AB Company–cause fit has been one of the major issues in the domain of corporate social responsibility. This study tries to expand the perspective from company–cause to company–non-profit organization (NPO) fit, and it gives implications to firms looking for long-term collaboration with an NPO. Specifically, it suggests three types of fit, i.e., familiarity, business, and activity fit and investigates the potential effects of these fits in social alliances between companies and the partnering NPOs on consumer attributions of the firms’ motives for the alliances. An experiment that used scenarios revealed that consumers perceive high-fitted alliances on the dimensions of the familiarity and activity fit as being more public-serving than low-matched ones. However, the consumers’ attribution of the motive is not different between the high and low business fit. The implications of the research results are discussed from an academic and practical standpoint.
K1 Non-profit organizations (NPO)
K1 Consumer attributions on firm’s motives
K1 Activity fit
K1 Familiarity fit
K1 Business fit
K1 Social alliances
DO 10.1007/s10551-011-1115-3