"Tapping" into Goodwill: Enhancing Corporate Reputation through Customer Volunteering
Document Type
Article
Publication Date
12-2020
Publisher
Academy of Management
Source Publication
Academy of Management Journal
Source ISSN
0001-4273
Original Item ID
DOI: 10.5465/amj.2018.0354
Abstract
Companies often engage in prosocial initiatives—such as employee volunteering programs—as a way to balance their economic goals with a set of social goals. In an attempt to expand the impact of such programs, some companies have begun soliciting help from their customers as well. Given the significant investment these programs represent, it is important that companies understand whether they offer the anticipated social and economic returns. Using multimethod data from a local microbrewery, we develop and test theory about the reputational implications of customers’ involvement in a corporate community engagement initiative. Our results suggest that customers’ engagement in such initiatives is related to positive views of the organization (i.e., corporate reputation), as well as positive customer behaviors—brewery patronage and purchases—two years later. Moreover, it appears that customers spread this sentiment to others—creating the potential for an even broader audience to see the company as reputable and, in turn, provide support.
Recommended Citation
Rodell, Jessica B.; Sabey, Tyler B.; and Rogers, Kristie M., ""Tapping" into Goodwill: Enhancing Corporate Reputation through Customer Volunteering" (2020). Management Faculty Research and Publications. 371.
https://epublications.marquette.edu/mgmt_fac/371
Comments
Academy of Management Journal, Vol. 63, No. 6 (December 2020): 1714-1738. DOI.