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首页> 外文期刊>Journal of Business Research >Do CEOs' personal donations matter? The impact of the CEO's personal donations on consumers' attitudes toward his/her company in China
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Do CEOs' personal donations matter? The impact of the CEO's personal donations on consumers' attitudes toward his/her company in China

机译：首席执行官的个人捐款重要吗？ CEO个人捐赠对消费者对其在中国公司的态度的影响

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摘要

Although numerous studies have confirmed the positive link between corporate donations and consumers' attitudes toward companies, the influence of CEOs' personal donations on consumers' attitudes toward companies remains unknown. This paper addresses this gap in the Chinese context. The results from three studies show that a CEO's personal donations may influence consumers' attitude toward the CEO's company, and this influence is stronger than the influence of the company's donation. CEO type moderates the influence. Furthermore, there is an interactive effect between the CEO's donation and his/her company's donation on consumers' attitude toward the company. Consumers tend to have more positive attitudes toward a company when the CEO donates but the company does not than when the CEO does not donate but the company does. Such effects are moderated by consumers' thinking style. Our studies provide implications for companies seeking to strengthen their market position through CSR in the Chinese market.
机译：尽管大量研究已经证实企业捐赠与消费者对公司的态度之间存在正相关关系，但首席执行官个人捐赠对消费者对公司的态度的影响仍然未知。本文解决了中国背景下的这一差距。来自三项研究的结果表明，CEO的个人捐赠可能会影响消费者对CEO公司的态度，并且这种影响要比公司捐赠的影响要强。 CEO类型减轻影响。此外，CEO的捐赠与他/她的公司的捐赠之间存在交互作用，这对消费者对公司的态度产生了影响。当CEO捐款但公司不这样做时，消费者倾向于对公司抱有更积极的态度，而CEO不捐款而公司却不这样做。消费者的思维方式可以减轻这种影响。我们的研究为寻求通过企业社会责任在中国市场加强市场地位的公司提供了启示。

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