Les associations doivent-elles craindre une résistance au don d'argent ? Premières pistes conceptuelles et managériales

Caroline Urbain (), Marine Le Gall-Ely () and Bertrand Urien ()
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Caroline Urbain: LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - IEMN-IAE Nantes - Institut d'Économie et de Management de Nantes - Institut d'Administration des Entreprises - Nantes - UN - Université de Nantes
Marine Le Gall-Ely: UBS - Université de Bretagne Sud
Bertrand Urien: ICI - Laboratoire Information, Coordination, Incitations - UEB - Université européenne de Bretagne - European University of Brittany - UBO - Université de Brest - Télécom Bretagne - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest

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Abstract: This paper explores resistance to donation to charities using recent research about consumer resistance and dona- tion behaviors. The results of the survey of 325 individuals show two dimensions of the antecedents of resistance: the competitive aggressiveness and the ambiguity of charities practices. They expose the disturbing effects individuals feel when they perceive charities dissonant practices. A cluster analysis shed light on three types of sensitiveness to these antecedents: the critic, the benevolent, the confident. The conclusions seek to identify the levers charities could use to face resistance to donation or to prevent from it.

Keywords: resistance; donation; charities; PCA; cluster analysis.; résistance; don; associations; ACP; typologie. (search for similar items in EconPapers)
Date: 2012-12
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Citations: View citations in EconPapers (3)

Published in Décisions Marketing, 2012, 68, pp.59-70. ⟨10.7193/DM.068.59.70⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02413493

DOI: 10.7193/DM.068.59.70

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