Abstract:

Based on moral affect theory, this paper focuses on how corporate cross-border philanthropy influences consumers’ brand evaluation and its underlying mechanism. This paper further finds that different cross-border philanthropy will arouse consumers’ different moral emotions. Specifically, foreign (Chinese) corporations do charity in China (foreign countries) will arouse consumers’ admirable (angry) moral emotions. This paper will also help corporations to decide suitable communication strategies. Compared (empathetic) communication strategy is better for foreign (Chinese) corporations doing charity in China (foreign countries).

Key words: Cross-Border Philanthropy, Moral Emotion, Communication Strategies, Brand Evaluation