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PurposeThe research purpose is to investigate how personal values influence home country consumers' attitudes toward the brand engaging in cross-border philanthropy by analyzing the mediating role of perceived fairness. This research also examines the moderating factor of this effect to propose practical strategies for brand managers.Design/methodology/approachThis research employed one survey (Study 1) and two experiments (Studies 2–3) by manipulating personal values to provide robust evidence for the impact of values on consumer attitudes toward the brand conducting cross-border philanthropy.FindingsThis research offers empirical insights into the positive effect of self-transcendence values on consumer attitudes toward the brand participating in cross-border philanthropy. Findings suggest that home country consumers with self-enhancement (vs self-transcendence) values exhibit lower perceived fairness for transnational philanthropy, which leads to less favorable attitudes toward the brand. Cause acuteness is identified as a boundary condition of these unfavorable responses.Practical implicationsThis research yields guidance for brand managers and marketers seeking to improve consumers' brand attitudes through cross-border philanthropy.Originality/valueThis research enriches the literature on corporate social responsibility with respect to cross-border philanthropy and reveals distinct consumer attitudes toward this brand behavior. Furthermore, this study makes meaningful contributions to the value and fairness literature.