Non-profit foundation and brand alliances as a reputation management tool
| dc.authorscopusid | 57096089400 | |
| dc.authorscopusid | 57217996115 | |
| dc.contributor.author | Kırcova, İ. | |
| dc.contributor.author | Gürce, M.Y. | |
| dc.date.accessioned | 2024-06-13T20:15:58Z | |
| dc.date.available | 2024-06-13T20:15:58Z | |
| dc.date.issued | 2019 | |
| dc.department | İstanbul Gedik Üniversitesi | |
| dc.description.abstract | According to resource-based theory, reputation is an important intangible resource. As an intangible resource, it can provide a more sustainable source of competitive advantage in firms and can be used as a relationship management tool in public relations. With a recent history of scandal in firms face pressure to maximize the positive esteem in which they are held by the public. Companies make alliances with other firms or non-profits to promote mutual interests in products or services offered and in the public perception of their legitimacy. Accordingly, as part of their corporate social responsibility, many firms practice non-profit and brand alliances, in which organizations donate to a chosen cause with every consumer purchase. According to this, the study proposed a model of a non-profit and brand alliance based on relations to attitudes toward the brand, brand trust, and perceived quality of the brand variables. The results indicate that when brands alliance with a good reputation non-profit consumers tend to be more positive to brands according to their demographic characteristics. © 2019, Springer Nature Singapore Pte Ltd. | |
| dc.identifier.doi | 10.1007/978-981-13-7924-6_9 | |
| dc.identifier.endpage | 171 | |
| dc.identifier.issn | 2509-7873 | |
| dc.identifier.scopus | 2-s2.0-85090267222 | |
| dc.identifier.scopusquality | N/A | |
| dc.identifier.startpage | 157 | |
| dc.identifier.uri | https://doi.org/10.1007/978-981-13-7924-6_9 | |
| dc.identifier.uri | https://hdl.handle.net/11501/989 | |
| dc.indekslendigikaynak | Scopus | |
| dc.language.iso | en | |
| dc.publisher | Springer Nature | |
| dc.relation.ispartof | Accounting, Finance, Sustainability, Governance and Fraud | |
| dc.relation.publicationcategory | Kitap Bölümü - Uluslararası | |
| dc.rights | info:eu-repo/semantics/closedAccess | |
| dc.subject | Corporate social responsibility | |
| dc.subject | Non-profit and brand alliances | |
| dc.subject | Reputation management | |
| dc.title | Non-profit foundation and brand alliances as a reputation management tool | |
| dc.type | Book Chapter |
