Giving Locally or Globally? How the Destination of Corporate Charitable Donations Shapes Consumer Brand Preferences

Ohjin Kwon, Associate Professor of Marketing, Central Connecticut State University, New Britain, CT USAFollow
Young Jee Han, Associate Professor of Marketing, SKK Business School, Sungkyunkwan University, Seoul, KoreaFollow
Hakkyun Kim, Professor of Marketing, SKK Business School, Sungkyunkwan University, Seoul, KoreaFollow

Abstract

We investigate how the geographic destination of charitable corporate donations influences brand preferences. We predict and find that consumers demonstrate a stronger preference for brands that engage in domestic donations as opposed to those that contribute to foreign causes. Additionally, we find that the preference for domestic donations is more pronounced among consumers exhibiting higher levels of nationalism and lower levels of residential mobility. Our research findings offer managerial implications for tailoring CSR strategies to resonate with specific consumer segments. We provide insights for companies aiming to optimize the impact of their philanthropic endeavors.

Recommended Citation

Kwon, Ohjin; Han, Young Jee; and Kim, Hakkyun (2025) "Giving Locally or Globally? How the Destination of Corporate Charitable Donations Shapes Consumer Brand Preferences," Asia Marketing Journal: Vol. 27 : Iss. 3 , Article 4.
Available at: https://doi.org/10.53728/2765-6500.1662