DO BRAND CREDIBILITY AND ALTRUISTIC ATTRIBUTION AFFECT CORPORATE PHILANTHROPY PERFORMANCE? – THE MODERATING EFFECT OF GEN Y’S HEDONIC BEHAVIOUR Title: DO BRAND CREDIBILITY AND ALTRUISTIC ATTRIBUTION AFFECT CORPORATE PHILANTHROPY PERFORMANCE? – THE MODERATING EFFECT OF GEN Y’S HEDONIC BEHAVIOUR Authors: Rahmawati1, Ramadania2, Sri Gunawan3 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 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. 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 Apple company. The data is then analysed using SEM (Structural Equation Modelling) with hedonic behaviour as the moderator. The findings show the influence of CrM on consumer behaviour with the moderating effect from hedonic behaviour of Apple users. Additionally, only hedonic behaviour weakens the influence of brand credibility on altruistic attribution. For the methodological limitation, this research merely conducted for the students of Mulawarman University that use Apple products. The total sample was 386 students. Because this research intends to do variation of sample therefore the result can be used to other company’s product 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 behaviour 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 think that if a brand is credible, thus, they shall be able to conduct corporate philanthropy activities well. This research can be applied for others brand producers. As for the producers, it’s important to manage their brand so that hedonist consumers’ perception on its credibility shall be embedded strongly. This research is expected to give contribution toward company’s policy and the literature for potential future research. Apple company has conducted several corporate philanthropy performances as it is for internal (i.e. empowering workers) and external (i.e. volunteer and environmental programs) performance it will assist the company to improve company’s policy as this research serve as literature. Keywords: Altruistic Attribution; Brand Credibility; Corporate Philanthropy Performance; Hedonic Behaviour; SEM. Sources: http://www.ijbs.unimas.my/index.php/content-abstract/all-issues/58-vol-19-no-1-2018/428-do-brand-credibility-and-altruistic-attribution-affect-corporate-philanthropy-performance-the-moderating-effect-of-gen-y-s-hedonic-behaviour