Effects of corporate support of a charity on public perceptions of the charity

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.

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Abstract

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.

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ID Code: 69454
Item Type: Journal Article
Refereed: Yes
Keywords: Charity attitudes, Charity branding, Corporate philanthropy, Cause marketing, Charity reputation
DOI: 10.1007/s11266-013-9397-y
ISSN: 0957-8765
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300)
Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > POLICY AND ADMINISTRATION (160500)
Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > SOCIAL WORK (160700)
Divisions: Current > Research Centres > Australian Centre for Philanthropy and Nonprofit Studies
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Accountancy
Copyright Owner: Copyright 2013 International Society for Third-Sector Research and The Johns Hopkins University
Deposited On: 28 Mar 2014 01:18
Last Modified: 30 Aug 2016 01:06

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