The impact of corporate philanthropy on reputation for corporate social performance

Gardberg, N. A., Zyglidopoulos, S. C., Symeou, P. C. and Schepers, D. H. (2019) The impact of corporate philanthropy on reputation for corporate social performance. Business and Society, 58(6), pp. 1177-1208. (doi: 10.1177/0007650317694856)

Abstract

This study seeks to examine the mechanisms by which a corporation’s use of philanthropy affects its reputation for corporate social performance (CSP), which the authors conceive of as consisting of two dimensions: CSP awareness and CSP perception. Using signal detection theory (SDT), the authors model signal amplitude (the amount contributed), dispersion (number of areas supported), and consistency (presence of a corporate foundation) on CSP awareness and perception. Overall, this study finds that characteristics of firms' portfolio of philanthropic activities are a greater predictor of CSP awareness than of CSP perception. Awareness increases with signal amplitude, dispersion, and consistency. CSP perception is driven by awareness and corporate reputation. The authors’ contention that corporate philanthropy is a complex variable is upheld, as we find that CSP signal characteristics influence CSP awareness and perception independently and asymmetrically. The authors conclude by proposing avenues for future research.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Zyglidopoulos, Dr Stylianos
• Authors: Gardberg, N. A., Zyglidopoulos, S. C., Symeou, P. C., and Schepers, D. H.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Business and Society
• Publisher: SAGE Publications
• ISSN: 0007-6503
• ISSN (Online): 1552-4205
• Published Online: 01 February 2017
• Copyright Holders: Copyright © 2017 SAGE Publications
• First Published: First published in Business and Society 58(6): 1177-1208
• Publisher Policy: Reproduced in accordance with the copyright policy of the publisher