Effects of corporate support of a charity on public perceptions of the charity
Data(s) |
18/07/2013
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Resumo |
A quasi-experimental design (N=517) was used to investigate the effect on audience response to a supported charity if corporate support is featured in an advertisement. The results indicate that corporate support of a charity appears not to influence audience attitudes and donation intentions for the charity. A small portion of the audience may be motivated to donate when learning of a large corporate donation to the charity. The level of individual's favourability for the charity was the strongest predictor of their attitudes and intentions. Gender was also a predictor of more positive charity attitudes, with females reporting more positive attitudes than males for three of four charities. Managerial implications and areas for future research are discussed. |
Identificador | |
Publicador |
Springer, New York |
Relação |
http://download.springer.com/static/pdf/502/art%253A10.1007%252Fs11266-013-9397-y.pdf?auth66=1396070621_e60d1e5b780bc5b89f5d5239ea9c6d65&ext=.pdf DOI:10.1007/s11266-013-9397-y Wymer, Walter, McDonald, Katie, & Scaife, Wendy A. (2013) Effects of corporate support of a charity on public perceptions of the charity. VOLUNTAS : International Journal of Voluntary and Nonprofit Organizations. |
Direitos |
Copyright 2013 International Society for Third-Sector Research and The Johns Hopkins University |
Fonte |
Australian Centre for Philanthropy and Nonprofit Studies; QUT Business School; School of Accountancy |
Palavras-Chave | #150300 BUSINESS AND MANAGEMENT #160500 POLICY AND ADMINISTRATION #160700 SOCIAL WORK #Charity attitudes #Charity branding #Corporate philanthropy #Cause marketing #Charity reputation |
Tipo |
Journal Article |