中文摘要：

基于消费者认知视角和权变管理思想,利用我国上市公司数据实证分析慈善捐赠对广告营销与企业绩效之间关系的调节效应以及企业善待员工状况在这一过程中所发挥的深层调节影响。研究发现,慈善捐赠向消费者发出声誉信号,有助于提升广告营销投入的市场效果,慈善捐赠水平越高,广告营销促进企业销售增长的作用越强;然而企业善待员工水平较低时容易引起消费者对企业慈善动机真诚性的质疑,不利于捐赠行为增加积极的声誉资本,从而将削弱慈善捐赠对广告营销与销售增长之间关系的正向调节效应。

英文摘要：

Based on the consumer cognition theory and contingency management perspective, this paper examines the moder- ating effect of corporate philanthropy on advertising-sales relationship and its boundary condition. Empirical analyses using data on Chinese listed firms found that corporate philanthropy helps advertising enhance firm sales. However, low level of a firm＇s employee welfare inhibits consumers＇ positive interpretation of its philanthropic activities and thus limits the positive moderating role of corporate philanthropy in marketing.