跨国慈善行为是一种战略性营销行为，有助于促进品牌在东道国市场的营销效果，但品牌跨国慈善行为在本国市场面临新的挑战是“帮外人如何才能得到自己人称赞？”。围绕此问题，本项目研究了本国消费者对品牌跨国慈善行为的评价机制。具体而言，本国消费者对品牌跨国慈善行为的利他归因可分为对外群体利他归因和对内群体利他归因。当跨国慈善行为对外（内）群体的利他归因大于对内（外）群体的利他归因时，本国消费者对品牌跨国慈善行为产生消极（积极）的差序公正感知，进而外溢到本国消费者对品牌的评价。其次，从社会价值观、消费者道德自我、品牌性别和品牌定位等方面，研究了本国消费者对品牌跨国慈善行为差序公正感知的边界条件及相应的调节效应。最后，从捐赠强国vs弱国、捐钱vs捐时间、慈善周期长vs慈善周期短等方面，分析了本国消费者对品牌跨国慈善行为差序公正感知的影响因素及其影响机制。

Cross-border philanthropy as a marketing strategy plays an important role in improving firms’ performance in the target market. However, it also makes a problem. When the firm does cross-border philanthropy, the consumers from domestic country will show little praise. To solve the issue, this project will focus on domestic consumers. Specifically, this project will discuss how domestic consumers attribute firms’ cross-border philanthropy (in-group altruistic attribution vs out-group altruistic attribution), how social value, consumers’ moral self, brand gender and brand positioning moderate the above relationship, and how different cross-border philanthropy strategies influence domestic consumers’ differential justice perceptions.