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

Katie Mcdonald, Wendy Scaife and Walter Wymer

No 362, Apas Papers from Academic Public Administration Studies Archive - APAS

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.

Keywords: reputationevolution; ad; corporate support; branding; Charity attitude s (search for similar items in EconPapers)
Date: 2011
New Economics Papers: this item is included in nep-exp
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Persistent link: https://EconPapers.repec.org/RePEc:nsu:apasro:362

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