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

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Abstract

A quasi-experimental design (N = 517) was used to investigate the effect on audience response to a supported charity if corporate support is featured in an advertisement. 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 reporting more positive attitudes than males for three of four charities. Managerial implications and areas for future research are discussed.

Résumé

Un concept quasi-expérimental (N = 517) a été utilisé pour étudier l’effet d’une publicité mentionnant le soutien d’une entreprise à une œuvre de bienfaisance sur la réaction de l’audience. Les résultats indiquent que le soutien d’une entreprise ne semble pas influencer l’attitude de l’audience ni les intentions de dons à l’œuvre de bienfaisance. Une petite partie de l’audience peut être incitée à donner lorsqu’elle apprend qu’une entreprise a fait un don important à l’œuvre de bienfaisance. Le niveau d’approbation des individus vis-à-vis de l’œuvre de bienfaisance constitue l’élément de prévision le plus déterminant de leur attitude et de leurs intentions. Le genre est également un élément de prévision d’attitude vis-à-vis des œuvres de bienfaisance, les femmes témoignant d’une attitude plus positive que les hommes pour trois œuvres de charité sur quatre. Nous examinons les conséquences de ces résultats en termes de gestion et discutons des champs de recherches à venir.

Zusammenfassung

Es wurde ein quasi-experimentelles Design (N = 517) verwandt, um zu untersuchen, wie eine Zielgruppe reagiert, wenn in einer Werbung der von ihr unterstützten Wohltätigkeitsorganisation die Unterstützung durch Unternehmen erwähnt wird. Die Ergebnisse zeigen, dass die Unterstützung einer Wohltätigkeitsorganisation durch Unternehmen scheinbar keinen Einfluss auf die Einstellung und Spendenabsicht der Zielgruppe hat. Ein kleiner Teil der Zielgruppe wird unter Umständen aufgrund einer ansehnlichen Unternehmensspende selbst zum Spenden motiviert. Das Ausmaß der positiven Gesinnung gegenüber der Wohltätigkeitsorganisation war der stärkste Einflusswert für die Einstellungen und Absichten der Personen. Das Geschlecht war ebenfalls eine Einflussgröße für positivere Einstellungen gegenüber der Wohltätigkeitsorganisation; Frauen waren drei von vier Wohltätigkeitsorganisationen positiver gesinnt als Männer. Es werden die Implikationen für das Management und die Bereiche für zukünftige Forschungen diskutiert.

Resumen

Se utilizó un diseño cuasi experimental (N = 517) para investigar el efecto sobre la respuesta de la audiencia a una organización benéfica si se presenta apoyo corporativo en un anuncio. Los resultados indican que el apoyo corporativo a una organización benéfica parece no influir en las actitudes de la audiencia y en sus intenciones de donar a dicha organización. Una pequeña parte de la audiencia puede sentirse motivada a donar cuando se entera de un gran donativo corporativo a la organización benéfica. El nivel de preferencia de los individuos ante la organización benéfica fue el pronosticador más fuerte de sus actitudes e intenciones. El género fue también un pronosticador de actitudes más positivas con respecto a la organización benéfica, mostrando actitudes más positivas las mujeres que los hombres para tres de cuatro organizaciones benéficas. Se examinan las implicaciones y áreas de gestión para futuras investigaciones.

摘要

一种准实验设计(N = 517)被用于调查公众在企业支持被植入广告时对慈善事业的看法。结果显示,企业支持慈善事业好像并未影响公众对慈善事业的态度及其捐赠意向。一小部分公众可能在得知大型的企业慈善捐赠后也有意捐赠。个人对慈善事业的支持率是他们态度与意向的最强有力的预兆。性别也是慈善态度的一种预兆。在四分之三的慈善捐赠中,女性和男性相比,态度更为积极。另外,今后研究的管理问题和领域也得到讨论。

ملخص

تم استخدام تصميم شبه تجريبي (N = 517) لدراسة التأثير على إستجابة الجمهور لجمعية خيرية تم تدعيمها إذا كان دعم الشركات جانب بارز في الإعلان. تشير النتائج إلى إنه يبدو أن دعم الشركات لمنظمة خيرية لا يؤثر على المواقف ونوايا تبرع الجمهورللأعمال الخيرية. جزء صغير من الجمهور قد يتم تشجيعهم على التبرع عندما يعلمون عن تبرع كبير لشركات لمؤسسة خيرية. كان مستوى الأفضلية للأفراد للأعمال الخيرية أقوى مؤشرا˝ لمواقفهم ونواياهم. كان الجنس أيضا مؤشرا˝ لأكثر مواقف خيرية إيجابية، مع إبلاغ الإناث عن مواقف أكثر إيجابية عن الذكور في ثلاثة من أربعة من الجمعيات الخيرية. تم مناقشة الآثار والمجالات الإدارية للبحث في المستقبل.

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Wymer, W., McDonald, K. & Scaife, W. Effects of Corporate Support of a Charity on Public Perceptions of the Charity. Voluntas 25, 1388–1416 (2014). https://doi.org/10.1007/s11266-013-9397-y

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