Effects of Corporate Support of a Charity on Public Perceptions of the Charity

Academic Public Administration Studies

Effects of Corporate Support of a Charity on Public Perceptions of the Charity

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Title: Effects of Corporate Support of a Charity on Public Perceptions of the Charity
Author: Wymer, Walter; Scaife, Wendy; Mcdonald, Katie
Abstract: A quasi-experimental design (N=517) was used to investigate the effect of corporate support of a charity in an ad on audience response to the supported charity. 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 individuals’ favorability for the charity was the strongest predictor of their attitudes and intentions. Gender was also a predictor of more positive charity attitudes, with females having more positive attitudes than males for three of four charities. Managerial implications and areas for future research are discussed.
URI: http://www.apas.admpubl.snspa.ro/handle/2010/359
Date: 2011


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