کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
882145 911920 2013 13 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Corporate sponsorships may hurt nonprofits: Understanding their effects on charitable giving
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
Corporate sponsorships may hurt nonprofits: Understanding their effects on charitable giving
چکیده انگلیسی

While prior research suggests that corporate sponsorship can positively affect consumers' perceptions of sponsors, little research to date has investigated the impact of such sponsorships on an individual's willingness to support nonprofits. This paper investigates the psychological processes that underlie whether and how corporate sponsorship impacts an individual's willingness to support nonprofit organizations and suggests that unintended negative outcomes may emerge. Specifically, results from five studies suggest that exposure to sponsorship information can reduce prospective donors' willingness to support a nonprofit because people believe that their individual contributions will matter less. In addition, this research identifies a potential mechanism (i.e., donor-company identification) that can mitigate these negative effects.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Consumer Psychology - Volume 23, Issue 3, July 2013, Pages 288–300
نویسندگان
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