Abstract:

Corporate donation strategies have big influence on corporates’ reputation. We study the differences between two kinds of donation strategies, high-frequent-low-amount donation and large-amount-less-frequent donation. We also consider how does the consumers’ different regulatory focus affect consumers’ attitude and purchase intention of the company’s brand and products. Based on goal commitment theory, achievement attribution theory and regulatory focus theory , using one qualitative and one experiment study and spotlight analysis method, we find out the subjective perception of the two donation strategies are different; the interaction effect between consumers regulatory focus and donation strategies is significant. Promotion focused consumers prefer frequent but low amount donation strategy and have higher purchase intention of their products, while prevention focused consumers like large amount but less frequent donation strategy better.

Key words: donation frequency, donation amount, achievement attribution, regulatory focus, efforts, ability