Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities

Adel A. Al-Wugayan ()
Additional contact information
Adel A. Al-Wugayan: Kuwait University

International Review on Public and Nonprofit Marketing, 2023, vol. 20, issue 2, No 6, 369-391

Abstract: Abstract In times of crises and subsiding government support, choosing the most effective advertising message appeal in motivating donation behavior is fundamental to charity success. This study investigates the relative effectiveness of popular culture celebrities (PCC) and religious celebrities (RC) as two message appeals in motivating donation intentions intended for a ‘child suffering’ donation campaign among Kuwaiti donors. The two message appeals were presented in alternated order to a sample of 385 potential donors and the data was used to test the conceptual model using MANOVA, CFA and Structural Equation Modeling. The results showed that the type of emotions evoked (negative and positive), and emotional intensity (strong/weak) differed between the two ad appeals. Intensely evoked emotion was positively associated with ad favorability, and the latter was also found to be an antecedent of donation intentions. Conclusions and practical implications are presented and discussed.

Keywords: Charity message framing; Nonprofit Organizations; Celebrity endorsement; Philanthropic behavior; Donation intention; Emotional response (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s12208-022-00344-4 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:20:y:2023:i:2:d:10.1007_s12208-022-00344-4

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-022-00344-4

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().