The Clock Ticks: Temporal Effects in Brand Donations

Brand donations are increasingly common, yet the temporal framing of these philanthropic efforts, whether positioned as short-term relief or long-term support, remains underexplored. This study investigates how the temporal orientation of brand donations influences consumer attitudes. We compare the effects of short-term versus long-term oriented donation strategies on brand attitude, examining the underlying psychological mechanisms of empathy and skepticism. Our findings reveal that short-term oriented donations lead to more favourable consumer attitude. This effect is driven by heightened empathy, stemming from the perceived immediacy and urgency of the support, and reduced skepticism regarding the effectiveness and sincerity of the brand's actions. In contrast, long-term donations, while potentially more sustainable, evoke less emotional engagement and higher doubt about tangible outcomes. This study extends understanding of temporal framing in brand donations by identifying empathy and skepticism as key mediators. This study also offers actionable insights for brand managers aiming to enhance the impact of their philanthropic initiatives by aligning donation timelines with consumer perceptions.