Negative spillover in corporate–nonprofit partnerships: Exploring the effects of company–cause congruence and organization–public relationships

Sun Young Lee, Hyejoon Rim

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

Abstract

The purpose of this study was to explore whether negative spillover effects occur in the context of a corporate–nonprofit partnership when a crisis strikes a partner organization, and what factors might affect the degree of negative impact. The results of an experiment with 268 participants showed that a crisis in an organization made participants’ attitude less favorable and decreased their word-of-mouth intention toward its partner organization. The perceived congruence between a company and the cause of the nonprofit organization buffered the negative spillover effects, and organization–public relationships moderated the buffering effects.

Original languageEnglish (US)
Pages (from-to)710-712
Number of pages3
JournalPublic Relations Review
Volume42
Issue number4
DOIs
StatePublished - Nov 1 2016

Keywords

  • Company–cause congruence
  • Negative spillover
  • Organization–public relationships
  • Partnership

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