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.

Response format

7-point semantic differential bipolar pairs

Scale items

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

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Stem: 'Many companies are involved in philanthropic causes. Please indicate your overall attitude towards this type of corporate behavior.' Used in Study 2 (US, n = 340, alpha = .92) and Study 3 (Chinese, n = 133, alpha = .94). Measures a general attitude rather than response to a specific company's philanthropy.

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.

Keywords