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Do Brand Credibility And Altruistic Attribution Affect Corporate Philanthropy Performance? – The Moderating Effect Of Gen Y'S Hedonic Behaviour

descriptionPublicationkeyboard_double_arrow_right Article 24 May 2018 Indonesia Publisher:Zenodo

Authors: Rahmawati; Ramadania; Sri Gunawan;

doi: 10.5281/zenodo.1252346 , 10.5281/zenodo.1252345

Do Brand Credibility And Altruistic Attribution Affect Corporate Philanthropy Performance? – The Moderating Effect Of Gen Y'S Hedonic Behaviour

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Abstract

Generally, this research aims to analyse and prove influential factors on the corporate philanthropy performance by taking the marketing of Apple [gadget]’s products as the study case. In addition, it also strives to seek the difference influence on the assessment of the relationship between brand credibility and altruistic attribution that interacts with hedonic variable; as well as its influence toward corporate philanthropy performance.

Country

Indonesia

Related Organizations

Airlangga University
Indonesia

Keywords

H Social Sciences, 330, Altruistic Attribution; Brand Credibility; Corporate Philanthropy Performance; Hedonic Behaviour; SEM., HF5410-5417.5 Marketing. Distribution of products, HD5701-6000.9 Labor market. Labor supply. Labor demand

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	influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).	Average
	impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.	Average