Title: DO BRAND CREDIBILITY AND ALTRUISTIC ATTRIBUTION AFFECT CORPORATE PHILANTHROPY PERFORMANCE? – THE MODERATING EFFECT OF GEN Y'S HEDONIC BEHAVIOR
Authors: Rahmawati 1 , Ramadania 2 , Sri Gunawan 3
Affiliations: 1. Mulawarman University; 2. Tanjungpura University; 3. Universitas Airlangga
Publisher: International Journal of Business and Society (IJBS) Universiti Malaysia Sarawak
Abstract
Generally, this research aims to analyze 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 variables; as well as its influence toward corporate philanthropy performance. The data collected for this causal research is quantitative data. It is obtained by surveying the students of the Mulawarman University at Samarinda, East Kalimantan. All respondents are Apple users. The respondents stated their assessments by answering the questions that correlate with the Apple products they are using with CrM strategy employed by the Apple company. The data is then analyzed using SEM (Structural Equation Modelling) with hedonic behavior as the moderator. The findings show the influence of CrM on consumer behavior with the moderating effect of hedonic behavior of Apple users. Additionally, only hedonic behavior weakens the influence of brand credibility on altruistic attribution. For the methodological limitation, this research merely conducted for the students of Mulawarman University who use Apple products. The total sample was 386 students. Because this research intends to do variation of sample therefore the results can be used to other company's products that implement corporate philanthropy performance. For the theoretical limitation, the previous studies did not discuss the altruistic attribution as the mediator in building corporate philanthropy performance. The limitation in research for the role of hedonic behavior in building corporate philanthropy performance. Based on the findings, the young hedonists did not receive any generosity within the company related to corporate philanthropy activities. Apple company only thinks that if a brand is credible, thus, they should be able to conduct corporate philanthropy activities well. This research can be applied for other brand producers. As for the producers, it's important to manage their brand so that hedonist consumers' perception on its credibility shall be deeply embedded. This research is expected to provide a contribution toward the company's policy and the literature for potential future research. Apple company has conducted several corporate philanthropy performances as it is for internal (ie empowering workers) and external (ie volunteer and environmental programs) performance it will help the company to improve the company's policy as this research serves as literature.
Keywords: Altruistic Attribution; Brand Credibility; Corporate Philanthropy Performance; Hedonic Behavior; SEM.
