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

Show simple item record

dc.contributor.author Wymer, Walter
dc.contributor.author Scaife, Wendy
dc.contributor.author Mcdonald, Katie
dc.date.accessioned 2011-07-14T15:20:52Z
dc.date.available 2011-07-14T15:20:52Z
dc.date.issued 2011
dc.identifier.uri http://www.apas.admpubl.snspa.ro/handle/2010/359
dc.description.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. en_US
dc.language.iso en en_US
dc.publisher The 10th International Congress of the International Association on Public and Nonprofit Marketing "The role of Public and Nonprofit Marketing on the new sustainable development model", Porto, 16-17 June en_US
dc.subject Charity attitudes en_US
dc.subject branding en_US
dc.subject corporate support en_US
dc.subject ad en_US
dc.subject reputationevolution en_US
dc.title Effects of Corporate Support of a Charity on Public Perceptions of the Charity en_US
dc.type Article en_US


Files in this item

Files Size Format View
Wymer_Walter.pdf 273.1Kb PDF View/Open

This item appears in the following Collection(s)

Show simple item record

Search APAS


Advanced Search

Browse

My Account

Statistics