Do Brand Credibility and Altruistic Attribution Affect Corporate Philanthropy Performance? – The Moderating Effect of Gen Y’s Hedonic Behaviour

• Main Authors: Rahmawati, Ramadania, Sri Gunawan
• Format: Article PeerReviewed
• Language: English; English; Indonesian
• Published: Universiti Malaysia Sarawak 2018
• Subjects: H Social Sciences; HD5701-6000.9 Labor market. Labor supply. Labor demand; HF5410-5417.5 Marketing. Distribution of products
• Online Access: https://repository.unair.ac.id/124379/2/1_6_SriGunawan_Artikel_Do-brand-credibility.pdf; https://repository.unair.ac.id/124379/3/1_6_SriGunawan_Similarity_Do-brand-credibility.pdf; https://repository.unair.ac.id/124379/1/1_6_SriGunawan_KualitasKaril106.pdf; https://repository.unair.ac.id/124379/; http://www.ijbs.unimas.my/index.php/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
• Institution: Universitas Airlangga

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 c...