Do consumers support the cross-border charitable activities as the same?

This study aims to investigate the impact of cross-border charitable activities on host- and home-country consumers based on the social identity theory.,Through an extensive literature review and two experimental designs, this study establishes the research framework and hypothesises the relationships between the constructs.,National power moderates the impact of cross-border charitable activities on host- and home-country consumers. In particular, compared to countries with high national power, countries with low national power undertaking cross-border charitable activities will receive more positive reactions from the host-country consumers, and, conversely, more negative reactions from the home-country consumers.,From the consumer perspective, this study finds that brand cross-border charitable activities have different influences on consumers in different countries because of an identity transformation mechanism that exists between the “insiders” and the “outsiders”, which is different from the assumptions of western theories.,The findings provide insights for undertaking brand cross-border charitable activities.,Previous studies, which are based on social identity categorisation, assume that cross-border charitable activities have a more positive impact on home-country consumers than host-country consumers. However, this study adopts the research paradigm of social identity relationisation and draws an opposite conclusion, which not only expands the theory of local intergroup interaction, but also clarifies how brand cross-border charitable activities influence Chinese consumers.

这项研究旨在研究基于社会认同理论的跨境慈善活动对寄宿和家庭消费者的影响。通过广泛的文献综述和两种实验设计，这项研究建立了研究框架和假设。与国家权力较高的国家相比从消费者的角度来看，东道国消费者的反应，相反，本土消费者的更多负面反应，这项研究发现，由于身份的身份，品牌跨境慈善活动对不同国家的消费者产生了不同的影响“内部人士”与“局外人”之间存在的转变机制，这与西方理论的假设不同。这些发现为从事品牌跨境慈善活动提供了见解。 ，假设跨境慈善活动对家庭国家的消费者具有比东道国消费者更积极的影响，但是，本研究采用了社会认同关系的研究范式，并得出了相反的结论群体间的互动，但也阐明了品牌跨境慈善活动如何影响中国消费者。