Proceedings of the 4th International Seminar on Education Research and Social Science (ISERSS 2021)

Research on the Impact of Corporate Philanthropy on Employer Brand

Authors
Yaqing Zhang1, Jihong Wu2, *, Guiqing Li1, Jingyu Fu1, Chizhou Zhu1, Jie Liu1
1School of Management, Chengdu University of Information Technology, Chengdu, Sichuan610103, China
2School of Management and Economics of UESTC, University of Electronic Science and Technology of China, Chengdu, Sichuan 611731, China
*Corresponding author. Email: wujh@uestc.edu.cn
Corresponding Author
Jihong Wu
Available Online 20 January 2022.
DOI
10.2991/assehr.k.220107.050How to use a DOI?
Keywords
Charitable donation; Charitable foundations; Employer brand; Advertising investment
Abstract

To study the impact of corporate philanthropy on employer brand, this paper collects employer brand data for 2020 and corporate philanthropy data for 2018 for empirical research. The results of linear regression analysis are as follows: (1) the operating life of the corporate charitable foundation has a positive impact on the employer brand; (2) corporate advertising investment has a positive impact on employer brand; and (3) when the enterprise carries out both charitable donations and advertising, it will have a negative impact on the employer brand. From this, we can conclude that charitable foundations help companies build employer brands. In addition, to avoid malicious speculation about charitable motives that negatively affect the employer’s brand, companies should pay attention to the planning of charity strategy and advertising marketing strategy. This study opens a new perspective for corporate philanthropy strategic planning and broadens the direction for corporate employer brand building.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Download article (PDF)

Volume Title
Proceedings of the 4th International Seminar on Education Research and Social Science (ISERSS 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
20 January 2022
ISBN
10.2991/assehr.k.220107.050
ISSN
2352-5398
DOI
10.2991/assehr.k.220107.050How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yaqing Zhang
AU  - Jihong Wu
AU  - Guiqing Li
AU  - Jingyu Fu
AU  - Chizhou Zhu
AU  - Jie Liu
PY  - 2022
DA  - 2022/01/20
TI  - Research on the Impact of Corporate Philanthropy on Employer Brand
BT  - Proceedings of the 4th International Seminar on Education Research and Social Science (ISERSS 2021)
PB  - Atlantis Press
SP  - 257
EP  - 262
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220107.050
DO  - 10.2991/assehr.k.220107.050
ID  - Zhang2022
ER  -