Corporate Philanthropy Attitude

What it measures

Measures a consumer's general attitude toward companies engaging in philanthropic activities — whether they view such behaviour as positive, worthy of support, and beneficial to the companies involved. Not tied to a specific brand or cause; reflects a dispositional orientation toward corporate social responsibility and giving.

Representative items

• Not supportive / Supportive
• Negative / Positive
• Companies should not make such effort / Companies should make such effort
• Not beneficial for involved companies / Beneficial for involved companies

Citation

Xie, Y., & Keh, H.T. (2016). Taming the blame game: Using promotion programs to counter product-harm crises. Journal of Advertising, 45(2), 211–226.