Do Brand Credibility and Altruistic Attribution Affect Corporate Philanthropy Performance ? - The Moderating Effect Of Gen Y's Hodonic Behavior
Abstract
Generally, this research aims to analyse and prove influential factors on the corporate philanthropy performance
by taking the marketing of Apple [gadget]’s products as the study case. In addition, it also strives to seek the
difference influence on the assessment of the relationship between brand credibility and altruistic attribution that
interacts with hedonic variable; as well as its influence toward corporate philanthropy performance. The data
collected for this causal research is quantitative data. It is obtained by surveying the students of the Mulawarman
University at Samarinda, East Kalimantan. All respondents are Apple users. The respondents stated their
assessments by answering the questions that correlate with the Apple products they are using with CrM strategy
employed by Apple company. The data is then analysed using SEM (Structural Equation Modelling) with
hedonic behaviour as the moderator. The findings show the influence of CrM on consumer behaviour with the
moderating effect from hedonic behaviour of Apple users. Additionally, only hedonic behaviour weakens the
influence of brand credibility on altruistic attribution. For the methodological limitation, this research merely
conducted for the students of Mulawarman University that use Apple products. The total sample was 386
students. Because this research intends to do variation of sample therefore the result can be used to other
company’s product that implement corporate philanthropy performance. For the theoretical limitation, the
previous studies did not discuss the altruistic attribution as the mediator in building corporate philanthropy
performance. The limitation in research for the role of hedonic behaviour in building corporate philanthropy
performance. Based on the findings, the young hedonists did not receive any generosity within the company
related to corporate philanthropy activities. Apple company only think that if a brand is credible, thus, they shall
be able to conduct corporate philanthropy activities well. This research can be applied for others brand producers.
As for the producers, it’s important to manage their brand so that hedonist consumers’ perception on its credibility
shall be embedded strongly. This research is expected to give contribution toward company’s policy and the
literature for potential future research. Apple company has conducted several corporate philanthropy
performances as it is for internal (i.e. empowering workers) and external (i.e. volunteer and environmental
programs) performance it will assist the company to improve company’s policy as this research serve as
literature.