Non-profit foundation and brand alliances as a reputation management tool

dc.authorscopusid57096089400
dc.authorscopusid57217996115
dc.contributor.authorKırcova, İ.
dc.contributor.authorGürce, M.Y.
dc.date.accessioned2024-06-13T20:15:58Z
dc.date.available2024-06-13T20:15:58Z
dc.date.issued2019
dc.departmentİstanbul Gedik Üniversitesi
dc.description.abstractAccording 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.doi10.1007/978-981-13-7924-6_9
dc.identifier.endpage171
dc.identifier.issn2509-7873
dc.identifier.scopus2-s2.0-85090267222
dc.identifier.scopusqualityN/A
dc.identifier.startpage157
dc.identifier.urihttps://doi.org/10.1007/978-981-13-7924-6_9
dc.identifier.urihttps://hdl.handle.net/11501/989
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherSpringer Nature
dc.relation.ispartofAccounting, Finance, Sustainability, Governance and Fraud
dc.relation.publicationcategoryKitap Bölümü - Uluslararası
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectCorporate social responsibility
dc.subjectNon-profit and brand alliances
dc.subjectReputation management
dc.titleNon-profit foundation and brand alliances as a reputation management tool
dc.typeBook Chapter

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