Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior

Autor:	Ravi Pappu, P. Monica Chien, Iris Kai Lin Goh
Rok vydání:	2021
Předmět:	Marketing Nonprofit organization media_common.quotation_subject 05 social sciences Direct effects Prosocial behavior Perception 0502 economics and business Corporate sponsorship 050211 marketing Psychology Social psychology 050203 business & management media_common
Zdroj:	Journal of Business Research. 126:113-125
ISSN:	0148-2963
DOI:	10.1016/j.jbusres.2020.12.042
Popis:	This research draws on signaling theory to investigate the impact of corporate sponsorship of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine how information about the sponsorship engagement of a nonprofit organization and people’s degree of familiarity with the nonprofit influence their willingness to engage in prosocial behavior toward the nonprofit. Study 1 shows that consumers are more willing to offer support to a nonprofit if they believe the nonprofit has extensive sponsorship engagement. Further, Study 1 shows that people’s perceptions of their donations’ impact on the nonprofit transmit the positive effects of sponsorship engagement to willingness to donate. Study 2, which is based on different sponsorship rosters and different measures, confirms Study 1 findings regarding the direct effects of sponsorship engagement on willingness to support and the indirect effects on willingness to donate. Implications for corporate sponsors and nonprofits are discussed.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1bd920ca28a77e50fc482643536f6ac3 https://doi.org/10.1016/j.jbusres.2020.12.042 Zobrazit plný text záznamu Full Text from ScienceDirect