灾害情景下企业慈善行为对企业声誉的影响

The Effect of Corporate Philanthropy on the Corporate Reputation in the Wake of Disaster Events

通过实验研究,探讨了在灾害事件背景下企业慈善行为对企业声誉的影响。研究结果表明:尽管基于企业业务能力的慈善行为与基于慈善项目的慈善行为对企业声誉的影响无显著差异,但是当企业能力较强时,基于慈善项目比基于业务能力的企业慈善行为对企业声誉有更积极影响;而当企业能力较弱时,基于业务能力比基于慈善项目的企业慈善行为对企业声誉有更积极影响。

This article explores the influence of corporate philanthropy on the consumer＇s perception of a corporate reputation in the wake of disaster events through experimental study. The results show that for the corporate reputation, there is no remarkable difference between the corporate philanthropy based on the corporate business ability and the corporate philanthropy based on the charitable projects, but the former choice is better than the latter one, when the corporate ability is stronger; conversely, the latter is better than the former when corporate ability is weaker.