Engaging in Corporate Philanthropy during the COVID-19 Crisis and Corporate Reputation: a Case Study on Inditex

Abstract

The purpose of this paper is to examine whether engaging in corporate philanthropy disaster relief efforts has a significant positive impact on corporate reputation. This case study focuses on the Spanish brand Inditex during the COVID-19 crisis. During the climax of the pandemic, Inditex engaged in several philanthropic contributions such as providing sanitary material to hospitals that lacked resources while the Spanish government struggled to obtain them. Drawing from attribution theory, we analyzed the relationship between Inditex’s philanthropic contributions and the impact they have had on its corporate reputation as well as the mediating role of causal attributions. Using a mixed-method approach, we collected data by means of an online survey and textual analysis of social media regarding the impact of said contributions on individuals’ corporate perception; as well as the attributions inferred to its motives. Findings show that Inditex’s reputation has not been significantly impacted by its philanthropy.