Corporate Philanthropy and Corporate Reputation During a Global Health Crisis Insights from the COVID-19 Pandemic in Nigeria

Main Article Content

Timinepere Ogele Court
Isichei Ejikeme Emmanuel

Abstract

The aim of the study is to examine the nexus between corporate philanthropy (CP) and corporate reputation (CR) from the perspective of a global health emergency, cultural orientation, and African context. The study adopted a cross-sectional survey design. A purposive sampling procedure was adopted in the selection of 200 respondents and data were collected from the 200 respondents (Recipients of palliatives) through a structured questionnaire. Considering organizations as the unit of analysis, the data were aggregated, averaged and analyzed through paired (dependent-sample) t-tests, multivariate regression and moderation analysis. The results demonstrate that corporate philanthropy before and during the pandemic had a positive effect on corporate reputation, there was a significant difference in the perceived corporate reputation before and during the COVID-19 pandemic while cultural orientation and COVID-19 health crisis orientation moderated the relationship between CP and CR during the pandemic. This study is the first of its kind to empirical examine the link between CP and CR from the lens of cultural milieu, global health emergency of COVID-19 and in African context. The study contributed to management theory and practice through critical findings from the dimension of a global health crisis.

Keywords: Corporate Philanthropy, Corporate Reputation, COVID-19 Health Crisis, Cultural Orientations, Corporate Firms, Nigeria

Article Details

Court, T. O., & Emmanuel, I. E. (2024). Corporate Philanthropy and Corporate Reputation During a Global Health Crisis: Insights from the COVID-19 Pandemic in Nigeria. African Journal of Management and Business Research, 16(1), 257-277. https://doi.org/10.62154/ajmbr.2024.016.010438
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Copyright (c) 2024 Timinepere Ogele Court, Isichei Ejikeme Emmanuel (Author)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Timinepere Ogele Court, University of Africa, Toru-Orua, Nigeria.

Department of Business Administration,

University of Africa, Toru-Orua, Nigeria.

Isichei Ejikeme Emmanuel, University of Abuja, Abuja, Nigeria.

Department of Business Administration,

University of Abuja, Abuja, Nigeria.

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