Why a company donating $20,000 a month counts for more than $240,000 once a year in the eyes of customers

New research suggests that some ways that companies boast about their charitable giving are more effective at brand-building than others.

七项涉及逾15万人的研究表明，企业按月持续捐赠比一次性捐出同等总额更能赢得消费者好感与购买意愿，因为持续捐赠被视为更真诚的承诺。作者建议企业突出捐赠的持续性而非金额规模，但这一效应在灾害等紧急情境下可能不成立。