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.
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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|Item Type:||Journal Article|
|Keywords:||Charity attitudes, Charity branding, Corporate philanthropy, Cause marketing, Charity reputation|
|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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