Exploring Donation and Purchase Intentions to Corporate Owned vs. Corporate Sponsored Foundations. Issue 5 (20th October 2022)

• Record Type: Journal Article
• Authors: Swift, Amanda; Karabas, Ismail; King, Skyler
• Is Part Of: Journal of nonprofit & public sector marketing. Volume 34:Issue 5(2022)
• Page Start: 572
• Page End: 589
• Publication Date: 2022-10-20
• Subjects: CSR -- foundations -- nonprofit marketing -- cause marketing -- impact philanthropy -- trust; Nonprofit organizations -- Marketing -- Periodicals; Government marketing -- Periodicals; 352.74805
• DOI: 10.1080/10495142.2021.1941499
• Languages: English
• ISSNs: 1049-5142

Abstract

ABSTRACT: This study examines the donation intentions and purchase likelihood toward corporate-owned and corporate-sponsored foundations. A cross-sectional sample of Amazon's MTurk respondents is obtained. Results of the experiment indicate that relative to foundations sponsored by a corporation, corporate foundations are perceived to be more trustworthy and have a greater perceived impact on a cause, which leads to higher purchase intentions. Additionally, donation intentions to foundations are higher among the corporate foundations because of perceived impact. Implications of these results are discussed from both practical and theoretical perspectives.