Can corporate philanthropy change consumers’ perceptions of Japanese multinationals and reduce animosity toward them?
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DOI: 10.1108/apjml-09-2018-0383
Abstract: PurposeThe purpose of this paper is to empirically investigate how corporate philanthropy (CP) can affect consumer perceptions of Japanese multinationals, for which there exists strong animosity in Asia, and how this animosity can be attenuated.Design/methodology/approachThe… read more here.
Keywords: foreign multinationals; animosity; corporate philanthropy; perceptions japanese ... See more keywords