33 0

Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?

Title
Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?
Author
한충민
Keywords
Corporate philanthropy; Consumer animosity; Japanese multinationals; Multinational firms; Attributional bias
Issue Date
2019-06
Publisher
EMERALD GROUP PUBLISHING LTD
Citation
ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, Page. 1-21
Abstract
Purpose The purpose of this paper is to empirically investigate how corporate philanthropy (CP) can affect consumer perceptions of Japanese multinationals, for which there exists strong animosity in Asia, and how this animosity can be attenuated. Design/methodology/approach The study first examines Japanese firms in China (Study 1) and then Japanese, European and local firms in Korea (Study 2). Findings The results suggest that CP activities can have a positive effect on the consumer recognition of company localness and they can also attenuate company animosity for foreign multinationals. In addition, the findings suggest that Japanese multinationals can benefit greatly from CP activities in Asia than for domestic and other foreign firms. Research limitations/implications The study found that consumers do not have ethnocentric attribution biases in evaluations of CP activities by foreign multinationals, as suggested by attribution theory (Hewstone, 1990; Nisbett, 1971). Originality/value There is limited evidence supporting the effects of CP activities by foreign multinationals from a country of origin for which there exists strong animosity.
URI
https://www.emerald.com/insight/content/doi/10.1108/APJML-09-2018-0383/full/htmlhttp://repository.hanyang.ac.kr/handle/20.500.11754/110776
ISSN
1355-5855
DOI
10.1108/APJML-09-2018-0383
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE