Micro-Level Interactions in Business-Nonprofit Partnerships

Business and Society, doi: 10.1177/0007650313476030, Forthcoming

42 Pages Posted: 28 Jun 2011 Last revised: 9 Jan 2013

See all articles by Marlene Vock

Marlene Vock

University of Amsterdam - Business School

Willemijn van Dolen

University of Amsterdam Business School

Ans Kolk

University of Amsterdam Business School

Date Written: June 27, 2011

Abstract

While most research on business-nonprofit partnerships has focused on macro and meso perspectives, this paper pays attention to the micro level. Drawing on various theoretical perspectives from both marketing and management, we conceptually relate the outcomes of active employee participation in such partnerships to consumer self-interest. We also explore empirically whether and when self-interest affects consumers’ responses towards firms in relation to business-nonprofit partnerships. The study reveals that self-interest can directly influence consumers’ behavioral responses towards firms (i.e. switching and buying intentions, and word of mouth), whereas the impact on evaluative responses in terms of attitude and trust is only weak. The fit between the firm and the nonprofit partner (company-cause fit) turns out to moderate this effect, with consumer self-interest only playing a role if fit is high. Implications for research and practice are discussed.

Keywords: partnerships, corporate social responsibility, consumer self-interest, company-cause fit, employees

JEL Classification: D21, J28, L31, M12, M14, M3

Suggested Citation

Vock, Marlene and Dolen, Willemijn van and Kolk, Ans, Micro-Level Interactions in Business-Nonprofit Partnerships (June 27, 2011). Business and Society, doi: 10.1177/0007650313476030, Forthcoming, Available at SSRN: https://ssrn.com/abstract=1873503

Marlene Vock

University of Amsterdam - Business School ( email )

Roetersstraat 18
Amsterdam, 1018WB
Netherlands

Willemijn van Dolen

University of Amsterdam Business School ( email )

Amsterdam
Netherlands

Ans Kolk (Contact Author)

University of Amsterdam Business School ( email )

Plantage Muidergracht 12
Amsterdam, 1018 TV
Netherlands
+31 20 525 4289 (Phone)
+31 20 525 5281 (Fax)

HOME PAGE: http://www.anskolk.eu

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