Does Corporate Philanthropy Contribute to Product Market Competition? - The Complementary Role of Advertising Investment

DOI

10.2991/iceess-18.2018.38How to use a DOI?

Keywords

Corporate philanthropy, Product Market Competition, Advertising Investment

Abstract

Despite the relationship between CSR initiatives and firm performance has been a subject of extensive investigation, existing research rarely focuses on the complementary role of advertising investment in exploring the boundary mechanism for the financial implications of corporate social responsibility. This study investigates a theoretical framework that hypothesizes (1) the impact of corporate philanthropy on product market competition and (2) the role of advertising investment in explaining the variability of this impact among different firms. Empirical analysis of secondary information for Chinese firms listed on stock exchanges from 2010−2016 shows that corporate philanthropy can indeed promote product market competition, and the results also indicate that advertising investment plays a complementary role in the corporate philanthropy-product market competition relationship.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Bing Hu
AU  - Ouyangying Tu
PY  - 2018/10
DA  - 2018/10
TI  - Does Corporate Philanthropy Contribute to Product Market Competition? - The Complementary Role of Advertising Investment
BT  - Proceedings of the 2018 International Conference on Education, Economics and Social Science (ICEESS 2018)
PB  - Atlantis Press
SP  - 148
EP  - 152
SN  - 2352-5398
UR  - https://doi.org/10.2991/iceess-18.2018.38
DO  - 10.2991/iceess-18.2018.38
ID  - Hu2018/10
ER  -