PROJECT
The Value of Giving: Unpacking the Economic and Social Impact of Brand Philanthropy
Exploring how brand philanthropy influences consumer behaviour and social impact across cultures, to improve corporate giving strategies
Brand philanthropy has received growing attention in both academic and business domains. Yet, critical questions remain about its true economic and social value, highlighting significant gaps in the literature and practice.
To address these gaps, this cross-disciplinary and cross-national project will examine how three fundamental dimensions of brand philanthropy, including time, resource, and focus, interplay and influence philanthropic outcomes.
This project will also investigate how the internalisation and identification process drive consumer patronage and wellbeing, with a particular emphasis on differences across cultural contexts. By collaborating with multiple industries, this project will deliver actionable insights to refine philanthropic strategies in business, while also shaping policy and regulatory frameworks to ensure corporate donations deliver meaningful economic and social value.
Goals
Uncover the economic and social value generated through brand philanthropy
Collect comprehensive and multi-stakeholder empirical data to capture diverse perspectives on brand philanthropic activities
Analyse data and identify the underlying mechanisms through which brand philanthropy influences stakeholder perceptions, behaviours and other brand outcomes
Develop evidence-based guidelines to assist for-profit and non-for-profit brands in designing and implementing effective brand philanthropy initiatives that deliver enduring business and societal impact
Project collaborators
- Dr Fang Liu (The University of Western Australia)
- Dr Vincent Chong (The University of Western Australia)
- Dr Paul Maginn (The University of Western Australia)
- Dr Liem Viet Ngo (The University of New South Wales)
- Dr Zelin Ton (Hainan University, China)
