Conceptualising corporate philanthropy and measuring its effects on employee-based brand equity

Liu, Haoran (2024) Conceptualising corporate philanthropy and measuring its effects on employee-based brand equity. PhD thesis, University of Glasgow.

Abstract

This thesis explores the evolving role of corporate philanthropy (CP) in forming and developing employee-based brand equity (EBBE), set against the backdrop of increasing global disruptions and the growth of philanthropic contributions. There is a need to refine the understanding and clarify the conceptual ambiguities of CP nowadays, particularly its impact on business management and societal engagement. Additionally, the potential of linking corporate philanthropic activities with the perspectives of internal stakeholders has been insufficiently recognised.

Addressing these gaps, this research aims to redefine CP within a business context, distinguishing it from general philanthropic efforts and similar concepts such as Corporate Social Responsibility (CSR). Focusing on the ‘unintentional reciprocal’ nature of CP, where benefits flow between the corporation and society, this study particularly examines how philanthropic involvement in the workplace influences the development of employeebased brand equity. It seeks to understand CP’s role not just as an altruistic practice but as a capable tool of enhancing corporate brand strength through employees’ active roles.

The research employs a mixed-methods approach with a sequential exploratory design. It begins with semi-structured interviews to get insights about employees’ perceptions, feelings, and actions towards CP and their corporate brands by thematic analysis, followed by an online survey with a representative UK employee sample to empirically test the proposed EBBE model. Supported by Fuzzy-set Qualitative Comparative (fsQCA) Analysis, it enables a nuanced examination of the complex dynamics between CP and EBBE.

Building on Keller’s Brand Equity Model, this thesis contributes to the theoretical landscape by offering a refined understanding of CP’s integration within corporate branding and how this drives brand equity from an employee-centric perspective and a new focus on taking employee-based brand equity as a process with complex nature. The practical implications of this research are that it provides a diagnostic tool for practitioners to enhance their internal branding practices and strengthen employee-based brand equity effectively through CP initiatives. This research bridges theoretical gaps and enhances practical understanding, paving the way for more informed brand management and philanthropic involvement.

• Item Type: Thesis (PhD)
• Qualification Level: Doctoral
• Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
• Colleges/Schools: College of Social Sciences > Adam Smith Business School > Management
• Supervisor's Name: Chatzipanagiotou, Dr. Kalliopi and Anker, Dr. Thomas
• Date of Award: 2024
• Depositing User: Theses Team
• Unique ID: glathesis:2024-84678
• Copyright: Copyright of this thesis is held by the author.
• Date Deposited: 08 Nov 2024 16:01
• Last Modified: 08 Nov 2024 16:04
• Thesis DOI: 10.5525/gla.thesis.84678
• URI: https://theses.gla.ac.uk/id/eprint/84678