Is it effective for enterpriser endorsement?

The study researched on the relationship between the enterpriser´s charitable behavior and the purchase of the enterpriser´s endorsement products. The results indicate that: Enterpriser could through the charitable behavior (donating money or time) to improve the purchase probability. The process is influenced by the moral identity of consumers´ self-importance. As for low self-importance moral identity consumer, donating money can be better to improve their purchase probability. On contrary, as for high self-importance moral identity consumer, donating time can have a better result.