Abstract
This research examines the relationship of firm reputation, sales and customers loyalty with the philanthropic practices. This study has focused on two pharmaceutical firms i.e. GSK and Schazoo Zaka from Peshawar, Pakistan. Research analyzed the involvement of these two pharmaceutical firms in philanthropic practices i.e. health and education. Results show that there is significant relationship between philanthropic practices and Schazoo Zaka reputation, sales and customers loyalty. The investments made by Schazoo Zaka in philanthropic practices i.e. health and education have brought positive effects on their company reputation, good financial performance and attracted customers loyalty. On the other hand, there is an insignificant relationship between philanthropic practices and GSK reputation, sales and customers loyalty. In addition, the charitable contributions made by GSK have not brought enough good effects on their image in the eyes of stake holders. Furthermore, a neutral effect is founded on GSK revenue and customers loyalty.
Shahzad Khan,, Syed Muhammad Arif Shah, Salman Haider. (2011) The Impact of Corporate Philanthropy on Firm Reputation A Comparative Study of GSK and Schazoo Zaka Pharmaceuticals, Peshawar, Journal of Managerial Sciences, Volume 5, Issue 2.
-
Views
373 -
Downloads
39
Previous Article
