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Via dialectical perspective and configurational approach, this paper aims to explore the relationship between female representation and long-term firm performance when combined with environmental conditions.

For necessary condition analysis and time-series qualitative comparative analysis, a sample of 614 listed Chinese manufacturing firms between 2017 and 2020 was obtained.

The inclusion of female executives can aid firms in their long-term performance and resilience. Seven configurations, categorized as chimpanzee type, African elephant type and queen bee type, can prompt long-term firm performance. Chimpanzee-type configuration is the most prevalent path for firms to achieve long-term performance.

Firms could reconsider the role of female executives in achieving long-term success, assist in breaking the invisible “glass ceiling” and “glass cliff,” and refrain from viewing them as mere “tokens.” Policymakers can improve female representation by institutionally guaranteeing women’s opportunities for empowerment, education and promotion.

This study presents evidence for the legitimacy of female representation by demonstrating the intricate causality between female representation and firm performance beyond the controversy between business ethics and coercive policy. This paper also builds upon and extends the literature on female representation and provides alternative ways to improve female representation by combining female executives’ percentages, professionalism and positions.

This study aims to explore how brands’ degree of internationalization influences consumers’ attitudes toward brands’ engagement in cross-border philanthropy by taking legitimacy as a mediating mechanism. The authors further investigate the moderating role of cause acuteness in this effect to identify practical strategies for managers.

The hypotheses are tested via laboratory experiments. In brief, Study 1 investigates the relationship between a brand’s degree of internationalization and perceived legitimacy for corporate cross-border philanthropy and the impact of internationalization on consumers’ brand evaluations of such philanthropy. Study 2 addresses the moderating role of cause acuteness.

The authors discover that companies with a high (vs low) degree of internationalization gained more legitimacy, and thus better brand evaluations, upon engaging in corporate cross-border philanthropy. This effect reverses when the causes are related to sudden disasters rather than ongoing tragedies.

This study provides valuable guidance for marketers seeking to leverage cross-border philanthropy to enhance consumers’ brand attitudes. Specifically, brands’ degree of internationalization should be consistent when performing cross-border philanthropy. Otherwise, brands will struggle to gain legitimacy and will earn less favorable consumer evaluations.

This work enriches the literature on corporate social responsibility in the domain of cross-border philanthropy and elucidates consumers’ attitudes toward this type of philanthropy in a corporate context. This study also meaningfully contributes to research on brands’ internationalization and legitimacy.