%0 Journal Article
%T The Impact of Corporate Philanthropy on Reputation for Corporate Social Performance
%A Donald H. Schepers
%A Naomi A. Gardberg
%A Pavlos C. Symeou
%A Stelios C. Zyglidopoulos
%J Business & Society
%@ 1552-4205
%D 2019
%R 10.1177/0007650317694856
%X This study seeks to examine the mechanisms by which a corporationĄ¯s use of philanthropy affects its reputation for corporate social performance (CSP), which the authors conceive of as consisting of two dimensions: CSP awareness and CSP perception. Using signal detection theory (SDT), the authors model signal amplitude (the amount contributed), dispersion (number of areas supported), and consistency (presence of a corporate foundation) on CSP awareness and perception. Overall, this study finds that characteristics of firmsĄ¯ portfolio of philanthropic activities are a greater predictor of CSP awareness than of CSP perception. Awareness increases with signal amplitude, dispersion, and consistency. CSP perception is driven by awareness and corporate reputation. The authorsĄ¯ contention that corporate philanthropy is a complex variable is upheld, as we find that CSP signal characteristics influence CSP awareness and perception independently and asymmetrically. The authors conclude by proposing avenues for future research
%K corporate philanthropy
%K corporate reputation
%K corporate social performance
%K signal detection theory
%U https://journals.sagepub.com/doi/full/10.1177/0007650317694856