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.

七項涉及逾15萬人的研究表明，企業按月持續捐贈比一次性捐出同等總額更能贏得消費者好感與購買意願，因為持續捐贈被視為更真誠的承諾。作者建議企業突出捐贈的持續性而非金額規模，但這一效應在災害等緊急情境下可能不成立。