Title :
Giving time or giving money: The effect of consumers´ donation motive
Author :
Yao, Qi ; Liang, Guibin ; He, Yingying
Author_Institution :
Department of marketing, Chongqing Jiaotong University, Chongqing, China
Abstract :
On empirical study, this research believes that: Giving time brings better corporate image than giving money; giving time brings better consumer perceived corporate image than giving money; and corporate philanthropy is not related to product quality.
Keywords :
corporate philanthropy; giving money; giving time; purchasing intention;
Conference_Titel :
Information Management, Innovation Management and Industrial Engineering (ICIII), 2013 6th International Conference on
Conference_Location :
Xi´an, China
Print_ISBN :
978-1-4799-3985-5
DOI :
10.1109/ICIII.2013.6703538
