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Non-profit Foundation and Brand Alliances as a Reputation Management Tool

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Ethics, Social Responsibility and Sustainability in Marketing

Abstract

According to resource-based theory, reputation is an important intangible resource. As an intangible resource, it can provide a more sustainable source of competitive advantage in firms and can be used as a relationship management tool in public relations . With a recent history of scandal in firms face pressure to maximize the positive esteem in which they are held by the public. Companies make alliances with other firms or non-profits to promote mutual interests in products or services offered and in the public perception of their legitimacy. Accordingly, as part of their corporate social responsibility , many firms practice non-profit and brand alliances, in which organizations donate to a chosen cause with every consumer purchase. According to this, the study proposed a model of a non-profit and brand alliance based on relations to attitudes toward the brand, brand trust, and perceived quality of the brand variables. The results indicate that when brands alliance with a good reputation non-profit consumers tend to be more positive to brands according to their demographic characteristics.

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Author information

Authors and Affiliations

  1. Faculty of Economics and Administrative Sciences, Yıldız Technical University, Istanbul, Turkey

    İbrahim Kırcova

  2. Faculty of Economics, Administrative and Social Sciences, İstanbul Gedik University, Istanbul, Turkey

    Merve Yanar Gürce

Authors
  1. İbrahim Kırcova
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  2. Merve Yanar Gürce
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Corresponding author

Correspondence to Merve Yanar Gürce .

Editor information

Editors and Affiliations

  1. Faculty of Economics, Administrative and Social Sciences, Bahçeşehir University, Beşiktaş, Istanbul, Turkey

    Ipek Altinbasak-Farina

  2. Faculty of Management, Istanbul Technical University, Istanbul, Turkey

    Sebnem Burnaz

Appendix

Appendix

Every year thousands of hectares of forest area disappear due to various reasons. Volkswagen cooperates with the TEMA Foundation in order to expand the coverage of forests, to be effective in combating erosion, to increase carbon capture, to draw society’s attention to deforestation and to ensure that children love forests and planting trees. In line with this cooperation, Volkswagen will contribute to a more sustainable world by providing financial support to the planting events that will be held by the TEMA Foundation in primary schools in the country.

*You have read an imaginary scenario.

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Kırcova, İ., Gürce, M.Y. (2019). Non-profit Foundation and Brand Alliances as a Reputation Management Tool. In: Altinbasak-Farina, I., Burnaz, S. (eds) Ethics, Social Responsibility and Sustainability in Marketing. Accounting, Finance, Sustainability, Governance & Fraud: Theory and Application. Springer, Singapore. https://doi.org/10.1007/978-981-13-7924-6_9

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