Business School Seminar with A/Prof Ravi Pappu

The UNE Business School R&RT Committee cordially invites you to the seminar of Associate Professor Ravi Pappu (UQ). The session will be held on Thursday, 10th April at 11:00 AM in W40 LT2 and via Zoom (Password: 467824).

Light refreshments will be provided.

Abstract

This research draws on attribution theory to investigate how the type of donation (time, cash, or product) affects consumer evaluations of companies engaged in corporate giving. Across two experiments, the study examines how donor warmth and brand reputation moderate, and perceived altruism and brand trust mediate, the impact of donation type on consumer evaluations (company attitude, charitable credit, and word-of-mouth).

• Study 1: Donating time or product (vs. cash) leads to more favourable consumer evaluations via perceived altruism. The indirect effects of time (vs. cash) donation are more pronounced for low-warmth donors.
• Study 2: Time (vs. cash) donation results in more favourable consumer evaluations via perceived altruism and brand trust, particularly for brands with lower reputations.

This research advances corporate giving literature by uncovering distinct routes (perceived altruism and brand trust) through which donation type affects consumer evaluations. It also confirms the moderating effect of donor warmth and brand reputation.

About Ravi Pappu

Ravi Pappu (r.pappu@business.uq.edu.au) holds a PhD from the University of New England, Australia, an MBA from the University of Waikato, New Zealand, and a Bachelor of Technology in Mechanical Engineering from JNTU, India. He is currently an Associate Professor of Marketing at the UQ Business School, University of Queensland.

His research focuses on:

• Brand management
• Corporate sponsorship & philanthropy
• Marketing communications

His work has been published in internationally recognized journals, including:

• Journal of the Academy of Marketing Science
• Journal of International Business Studies
• European Journal of Marketing
• Journal of Public Policy and Marketing
• Journal of Business Research
• Journal of Marketing Education
• Journal of Retailing and Consumer Services
• Journal of Travel Research
• International Business Review

He teaches quantitative research methods in business to Honours and PhD students and market and consumer research to postgraduate students. Ravi also serves on the editorial review boards of several journals, including the European Journal of Marketing, Journal of Business Research, and Journal of International Marketing. He is a member of the American Marketing Association and Society for Consumer Psychology, and a Fellow of the Academy of Marketing Science and Australian Marketing Institute.