We investigate the effect of increased company involvement on consumer reactions to companies and nonprofits in business–nonprofit alliances to show that consumer reactions to the two parties in such alliances can, under certain conditions, diverge from each other. Specifically, we show that increased company involvement results in more positive consumer attitudes toward companies with low (but not high) reputation, while it leads to more positive consumer attitude toward nonprofits that partner with companies with high (but not low) reputation. Furthermore, we demonstrate that these effects are independent of the perceived fit between the company and nonprofit forming the alliance. Finally, we show that when consumers elaborate on company motives, the observed effects of increased company involvement are mitigated.
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While business–nonprofit alliances can be of four types—business–nonprofit, business–government, government–nonprofit, and trisector (Selsky and Parker 2005)—in this research, we use the term “business–nonprofit” to refer only to alliances between corporations and nonprofits.
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Irmak, C., Sen, S. & Bhattacharya, C.B. Consumer reactions to business-nonprofit alliances: Who benefits and when?. Mark Lett 26, 29–42 (2015). https://doi.org/10.1007/s11002-013-9265-y
- Corporate social responsibility
- Business–nonprofit alliance
- Company involvement
- Company reputation
- Alliance fit