Purpose

This paperaims to investigate a novel expectation by examining how framing a company as its constituent members (members frame) versus an organization (organization frame) can influence consumer evaluations of a product or service from this company.

Design/methodology/approach

Four studies were conducted examining the effectiveness of an organization (vs members) frame in a between-subjects experimental design (a pilot study, Studies 1a, 1b and 2). Study 2 also tested the moderating role of donation strategies (amount-focused vs frequency-focused).

Findings

Results show a members (vs organization) frame leads to a higher purchase likelihood of a product from a company engaging in corporate donations. Further, this framing effect is mediated by increased levels of consumers’ perceptions about how committed the company is to the cause and the emotion of moral elevation in response to the company’s corporate donations. Moreover, this effect is moderated when the company uses a frequency-based (vs amount-based) donation strategy.

Research limitations/implications

This research contributes to the literature on message framing by demonstrating how the same information about a company may lead to differential effects on consumer evaluations, depending on whether the company is framed as its constituent members versus an organization.

Practical implications

This paper presents significant managerial implications for small companies, in which the owner is the company, about how they can effectively communicate corporate donations to the consumers.

Originality/value

This research provides a novel perspective on how the same information about a company may lead to differential effects on consumer evaluations, particularly in the context of corporate donations.

中文翻译：

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企业捐赠对消费者评价的组织框架效应

目的

本文旨在通过检查将公司作为其组成成员（成员框架）与组织（组织框架）如何影响消费者对该公司产品或服务的评价来研究一种新的期望。

设计/方法/方法

进行了四项研究，检查组织（与成员）框架在受试者间实验设计中的有效性（一项试点研究，研究 1a、1b 和 2）。研究 2 还测试了捐赠策略的调节作用（以数量为中心与以频率为中心）。

发现

结果显示，成员（与组织）框架导致从参与公司捐赠的公司购买产品的可能性更高。此外，这种框架效应是由消费者对公司对事业的承诺程度以及道德提升情绪以回应公司的公司捐赠的感知水平的提高所调节的。此外，当公司使用基于频率（与基于金额）的捐赠策略时，这种影响会得到缓和。

研究限制/影响

这项研究通过展示关于公司的相同信息如何对消费者评估产生不同的影响，这取决于公司是作为其组成成员还是一个组织来构建信息框架的文献，从而为信息框架方面的文献做出贡献。

实际影响

本文提出了对所有者为公司的小公司的重要管理意义，探讨了他们如何有效地将公司捐赠传达给消费者。

原创性/价值

这项研究提供了一个新颖的视角，说明关于公司的相同信息如何对消费者评价产生不同的影响，特别是在企业捐赠的背景下。