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

Author

Listed:
  • Mcdonald, Katie
  • Scaife, Wendy
  • Wymer, Walter

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.

Suggested Citation

  • Mcdonald, Katie & Scaife, Wendy & Wymer, Walter, 2011. "Effects of Corporate Support of a Charity on Public Perceptions of the Charity," Apas Papers 362, Academic Public Administration Studies Archive - APAS.
    • Handle: RePEc:nsu:apasro:362
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    File URL: http://www.apas.admpubl.snspa.ro/handle/2010/359
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    Keywords

    reputationevolution; ad; corporate support; branding; Charity attitude s;
    All these keywords.

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