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| Tekijä: | Luo, X. |
| Otsikko: | A contingent perspective on the advantages of stores' strategic philanthropy for influencing consumer behaviour |
| Lehti: | Journal of Consumer Behaviour
2005 : SEP, VOL 4:5, p. 390-401 |
| Asiasana: | Consumer behaviour Human capital Charities Theories |
| Kieli: | eng |
| Tiivistelmä: | This study develops a contingent framework for strategic philanthropy (hereafter as: s-phily). The empirical results indicate that if drug stores put more emphasis on s-phily. as perceived by customers in the community, customers will have stronger social ties with the store and he more loyal to the store. In addition, it was found that the impact of s-phily. on patronage loyalty is moderated by customer characteristics (as gender and ethnicity) and context factors (as service quality and cause severity). |
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