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Navigating the Nuances: Unraveling the Relationship Between Corporate Philanthropy, Empathy, and Brand Loyalty. Explorer les complexités : Démêler la relation entre la philanthropie d'entreprise, l'empathie et la fidélité à la marque
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Edité par CCSD -
International audience. This study investigates the impact of Perceived Corporate Philanthropy (PCP) on consumer attitudes and behaviors, focusing on brand loyalty and satisfaction. The research integrates empathic predispositions as a key factor and employs the Net Promoter Score (NPS) to measure brand loyalty. Using a self-administered survey among Canadian respondents, the results reveal a nuanced pattern of associations, indicating that heightened empathic predispositions may diminish the perception of corporate philanthropy. However, a positive relationship between perceived corporate philanthropy and brand loyalty is confirmed. The findings emphasize the need for a multifaceted approach to corporate philanthropy, considering diverse factors influencing consumer perceptions and behaviors.
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