Corporate volunteering programs and consumer perceptions: an information processing perspective
Abstract
Purpose
The purpose of this study is to understand how consumers perceive corporate volunteering programs. In particular, the author examines the moderating role of information processing and customer relationship status on consumer attitudes towards two types of volunteering programs: employee vs customer.
Design/methodology/approach
Using a scenario method, the author manipulated customer relationship status and program type while information processing was measured.
Findings
The author's results demonstrate that elaborate processing has a positive impact on credibility of the program and altruistic motivation of the firm. Less involved processing led to lower favorable trait attributions with employee rather than customer-based volunteering programs. Finally, relationship type moderated the impact of program type on attitudes towards the company.
Originality/value
These findings contribute to the understanding of customer reactions to corporate volunteering programs by examining the ways in which processing level, loyalty status, and program type interact to influence the customer's perception of the company.
Keywords
Acknowledgements
Received 1 June 2012 Revised 1 June 2012 Accepted 20 August 2012
Citation
S. Mattila, A. and Hanks, L. (2013), "Corporate volunteering programs and consumer perceptions: an information processing perspective", Journal of Services Marketing, Vol. 27 No. 7, pp. 572-578. https://doi.org/10.1108/JSM-06-2012-0096
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited