Date of Award

Spring 4-25-2024

Degree Type


Degree Name

Doctor of Philosophy in Business Administration


Department of Marketing & Professional Sales

Committee Chair/First Advisor

Dr. Brian Rutherford

Second Advisor

Dr. Armen Tashchian

Third Advisor

Dr. Patrick van Esch


This dissertation examines the corporate philanthropic activities of a national retailer and tests whether specific donation types impact consumer outcomes. The independent variable is donation subsets, specifically consumable products (congruent versus incongruent), volunteer time (skilled versus unskilled), and money (high versus low dollar amounts). Consumer outcomes, as assessed by attitude toward the company, brand loyalty, and purchase intention, measure the impact of donation types on consumer perception. The setting for the studies shows a retailer partnering with a nonprofit to aid recovery efforts after a natural disaster. The first main study utilizes tornadoes as a natural disaster. The second main study replicates the first by using the same variables within a different natural disaster setting: wildfires. The additional context aids the validation and generalizability of the first main study’s findings. This research offers valuable insights into the strategic importance of different corporate donation types and their influence on consumer perception, with practical applications for businesses developing philanthropic initiatives.

Available for download on Monday, May 03, 2027