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      Consumers' perceptions of food service firms' philanthropy: Roles of fit and perceived authenticity

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      Social Behavior and Personality: an international journal

      Scientific Journal Publishers Ltd

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          Abstract

          We used philanthropy–product fit, philanthropy–consumer lifestyle fit, and authenticity to empirically examine the determinants of consumers' perceptions of food service firms' philanthropy. We recruited 458 participants who had purchased from 1 of 3 food service brands and had perceived that the firm had implemented philanthropy. The results indicate that perceived authenticity had the greatest influence on perceived philanthropy, followed by philanthropy–consumer lifestyle fit and then philanthropy–product fit. Further, perceived philanthropy positively influenced consumer loyalty. Thus, we have affirmed the importance of the fit between perceived authenticity and consumer lifestyle to enhance consumers' perception of firms' philanthropy.

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          Author and article information

          Journal
          Social Behavior and Personality: an international journal
          soc behav pers
          Scientific Journal Publishers Ltd
          0301-2212
          March 03 2020
          March 03 2020
          : 48
          : 3
          : 1-11
          Article
          10.2224/sbp.8747
          © 2020
          Product
          Self URI (journal-page): https://www.sbp-journal.com

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