The Effect Of Cross-border Philanthropy On Brand Evaluation And Communication Strategies

As cross-border philanthropy has been identified as a key component of international marketing strategy,how to effectively evaluate and manage cross-border philanthropy has become a problem.Based on the differences of country in philanthropic behaviors,corss-border philanthropy can be divided into foreign corporate implementing philanthropic behaviors in host country(for example,foreign corporations do philanthropy in China)and domestic corporate implementing philanthropic behaviors in foreign country(for example,Chinese corporations do philanthropy in foreign countries).Based on social identity theory,moral affect theory and corporate communication strategies,we try to research the influence of two kinds of corporate cross-border philanthropies influence consumers' brand evaluation,its underlying mechanism and how to manage the corss-border philanthropies make better results.Firstly,we find that the influence of tow kinds of corss-border philanthropies on brand evaluation are different.Specifically,compared Chinese corporate does charity in foreign countries,it is more positive that foreign corporate does charity in China.But compared foreign corporate does charity in China,it is more negative that Chinese corporate does charity in foreign countries.Secondly,this paper further finds that different cross-border philanthropy will arouse consumers' different moral emotions.Specifically,foreign corporations do philanthropy in China will arouse consumers' admirable moral emotions,and Chinese corporations do philanthropy in foreign countries will arouse consumers'angry moral emotions.Thirdly,different communication strategies can moderate the influence of corss-border philanthropies.Compared with empathetic strategy,comparison strategy can strengthen the positive influence of foreign corporate's philanthropy.Compared with comparison strategy,empathetic strategy can weaken the negative influence of Chinese corporate's philanthropy...