Managing Charitable Giving: Cause Portfolio Dimensions and Their Impact on Stakeholder Evaluations

A. Meike Eilert, Universiy of South Carolina, USA
Stefanie Rosen Robinson, North Carolina State University, USA
Satish Jayachandran, University of South Carolina, USA
We investigate how a firm’s cause portfolio influences consumer evaluations of the firm. We show that diverse portfolios are more likely to lead to better performance when they are small versus large. The firm’s perceived commitment to the causes mediates the relationship between cause portfolio characteristics and firm performance.
[ to cite ]:
A. Meike Eilert, Stefanie Rosen Robinson, and Satish Jayachandran (2012) ,"Managing Charitable Giving: Cause Portfolio Dimensions and Their Impact on Stakeholder Evaluations", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 62-65.