The influence of brands’ internationalization degree on consumers’ attitudes toward cross-border philanthropy: based on theory of legitimacy

Purpose This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy as a mediating mechanism. The authors further investigate the moderating role of cause acuteness in this effect to identify practical strategies for managers. Design/methodology/approach The hypotheses are tested via laboratory experiments. In brief, Study 1 investigates the relationship between a brand’s degree of internationalization and perceived legitimacy for corporate cross-border philanthropy and the impact of internationalization on consumers’ brand evaluations of such philanthropy. Study 2 addresses the moderating role of cause acuteness. Findings The authors discover that companies with a high (vs low) degree of internationalization gained more legitimacy, and thus better brand evaluations, upon engaging in corporate cross-border philanthropy. This effect reverses when the causes are related to sudden disasters rather than ongoing tragedies. Practical implications This study provides valuable guidance for marketers seeking to leverage cross-border philanthropy to enhance consumers’ brand attitudes. Specifically, brands’ degree of internationalization should be consistent when performing cross-border philanthropy. Otherwise, brands will struggle to gain legitimacy and will earn less favorable consumer evaluations. Originality/value This work enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and elucidates consumers’ attitudes toward this type of philanthropy in a corporate context. This study also meaningfully contributes to research on brands’ internationalization and legitimacy.