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首页> 外文期刊>Journal of Business Research >Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification
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Strategic partnerships with nonprofits in corporate social responsibility (CSR): The mediating role of perceived altruism and organizational identification

机译：与非营利组织在企业社会责任（CSR）中的战略合作伙伴关系：感知利他主义和组织认同的中介作用

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摘要

To provide insight for nonprofits and for-profits generating synergetic alliance, this study investigates how prior corporate reputation, nonprofit brand familiarity, and fit between company and nonprofit influence supportive CSR outcomes. The study also examines the mediation role of perceived altruism and consumer-company identification in such associations. The results show the significant main effects of corporate reputation, nonprofit familiarity, and company-nonprofit fit on supportive CSR outcomes. More importantly; results show that perceived altruism and the consumer-company identification significantly mediates the influence of a CSR partnership on supportive CSR outcomes. Interestingly, the direct effect of corporate reputation on consumer-company identification was not significant, suggesting that for a company to induce strong identification from consumers, the effects of corporate reputation should be mediated by, its altruistic motives for practicing CSR activities. (C) 2016 Elsevier Inc. All rights reserved.
机译：为了为非营利组织和产生营利联盟的营利组织提供见解，本研究调查了先前的公司声誉，非营利组织的品牌熟悉度以及公司与非营利组织之间的契合度如何影响支持性CSR结果。这项研究还研究了感知利他主义和消费者公司识别在这种关联中的中介作用。结果显示，企业声誉，非营利组织的熟悉度和公司与非营利组织的契合度对支持性CSR结果有重大的主要影响。更重要的是;结果表明，感知利他主义和对消费者公司的认同显着调解了企业社会责任伙伴关系对支持性企业社会责任成果的影响。有趣的是，公司声誉对消费者-公司识别的直接影响并不显着，这表明，要使公司从消费者那里获得强烈的认同，公司声誉的影响应该通过其从事企业社会责任活动的利他动机来调节。 （C）2016 Elsevier Inc.保留所有权利。

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