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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：CEO的个人捐赠吗？ CEO对消费者对我国公司态度的影响

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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：虽然众多研究证实了公司捐赠和消费者对公司态度之间的积极联系，但CEO对消费者对公司态度的态度的影响仍然未知。本文涉及中国背景中的这种差距。三项研究的结果表明，首席执行官的个人捐款可能会影响消费者对CEO公司的态度，这种影响力比公司捐赠的影响力强劲。 CEO类型适度影响。此外，首席执行官捐赠与其公司对消费者对公司的态度之间存在互动效果。当首席执行官捐赠但公司不捐出时，消费者对公司的态度往往对公司进行更积极的态度。这些效果受到消费者的思维风格的主持。我们的研究为寻求通过中国市场的CSR加强其市场地位的公司提供了影响。

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