Strategic Philanthropy: Responding to Negative Portrayals of Corporate Social Responsibility

被引：4
|
作者：
Werbel J.D. [1 ]
Wortman M.S. [1 ]
Jr. [1 ]
机构：
[1] Iowa State University,
来源：
Corporate Reputation Review | 2000年 / 3卷 / 2期
关键词：
advertising; brand; communications; corporate branding; e-communication; identity; image; intangibles; philanthropy; positioning; reputation; stakeholder;
D O I：
10.1057/palgrave.crr.1540107
中图分类号：
学科分类号：
摘要：
This paper examines the strategic use of corporate philanthropy to modify images of corporate social responsibility following negative media exposure. Based on an analysis of the philanthropic allocations made by 163 corporate foundations between 1988 and 1993, the authors found that total annual philanthropy and allocations to educational philanthropy tend to increase following negative media exposure of the company. The results suggest that companies may use corporate philanthropy as a strategic tool to remedy negative portrayals of their social responsibility in the media. © 2000, Palgrave Macmillan.
引用
收藏
页码：124 / 136
页数：12
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