Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Robson, Andrew; Hart, David J.

doi:10.1080/0267257x.2020.1819380

Cited by 3 publications

(3 citation statements)

References 62 publications

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“…More broadly, our study corroborates the positive outcomes of brand bravery and calls for marketing managers to consider more courageous means to enhancing donor intentions and behaviours (Jain et al, 2021). In times of deep mistrust of societal institutions (Edelman, 2022), rather than avoid political messaging (Robson and Hart, 2020), our findings encourage NPO marketing managers to bravely embrace activism that allows for both achievement of brand equity and the advancement of social goals.…”

Section: Managerial Implicationssupporting

confidence: 75%

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

et al. 2023

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Empirical evidence concerning the effects of brand activism on brand equity is growing but remains mixed at best. Although non-profit brands increasingly implement activism initiatives, there are not yet any studies that look outside the commercial sector. Non-profit brands are well placed to step up and engage in political dialoguesocial change is at their core. Yet, the risks of neglecting a warm charitable image are considerable in terms of alienating current supporters and losing donations. Our research contributes to this debate by employing signalling theory to examine the effects of non-profit brand activism on brand equity in the 'third sector'. The mediating roles of brand bravery and brand hypocrisy in this central relationship are also explored. Survey data were obtained from 518 British respondents and analysed using structural equation modelling. Our results show evidence of partial serial mediation, where the direct negative effect of non-profit brand activism on brand equity is eliminated in the presence of brand bravery and brand hypocrisy. Interestingly, in studying the mediated-moderation links, we also find the strengthening effects of a donor's moral foundations at play. Our study suggests that there are equity gains for non-profit brands that shed traditional 'warmth' positioning and embrace activism and bravery.

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Section: Managerial Implicationssupporting

confidence: 75%

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

et al. 2023

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“…Other authors segmented customers according to retailer-brand and channel usage [165], brand equity and engagement in brand-related social media behavior [81], or consumer sentiments on social media [166]. Furthermore, some studies looked for patterns of interest in trade based on clicks [101], including segments that vary in their donation intentions, political attitudes, and preferred types of charities [167]. Other works predicted the characteristics and segments of companies that adopt the use of workforce-based robotics [168] or determined the differences in business model attributes of FinTech [169].…”

Section: Marketing Segmentationmentioning

confidence: 99%

Machine Learning and Marketing: A Systematic Literature Review

2022

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Even though machine learning (ML) applications are not novel, they have gained popularity partly due to the advance in computing processing. This study explores the adoption of ML methods in marketing applications through a bibliographic review of the period 2008-2022. In this period, the adoption of ML in marketing has grown significantly. This growth has been quite heterogeneous, varying from the use of classical methods such as artificial neural networks to hybrid methods that combine different techniques to improve results. Generally, maturity in the use of ML in marketing and increasing specialization in the type of problems that are solved were observed. Strikingly, the types of ML methods used to solve marketing problems vary wildly, including deep learning, supervised learning, reinforcement learning, unsupervised learning, and hybrid methods. Finally, we found that the main marketing problems solved with machine learning were related to consumer behavior, recommender systems, forecasting, marketing segmentation, and text analysis-content analysis.

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“…For example, older and religious people are more likely to support faith‐based charities, while people from average‐to‐high socioeconomic groups are more likely to give to culture‐focused nonprofits (Wiepking, 2010). Underlying motives for giving also vary as a function of sub‐type (Chapman et al, 2020; Robson & Hart, 2020; Sneddon et al, 2020). For example, donors to health and religious charities are more motivated by self‐oriented concerns while donors to international, welfare, and animal charities are more motivated by other‐oriented concerns (Chapman et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Give where you live: A social network analysis of charitable donations reveals localized prosociality

Chapman

Louis

Masser

et al. 2022

J of Consumer Behaviour

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Millions of charities compete for donations, yet no empirical study has examined patterns of shared giving behavior across the nonprofit sector. To understand which types of charities are more likely to share donors, we conducted a social network analysis using behavioral data from 1,504,848 donors to 52 large charities in Australia. Three hypotheses were tested, which considered how patterns of shared donations may be determined by charity sub-type (e.g., health, social services, religious), type of beneficiaries (i.e., humans, animals, the environment), or geographic focus (i.e., international, national, regional). Overall, results indicate that patterns of shared giving are strongly shaped by geography: international charities typically share donors, as do charities operating in the same local region. Some-albeit inconsistent-evidence also emerged to support the notion that sub-type may be an organizing principle for donation distributions, but little support was found for the idea that beneficiaries influence shared giving patterns. A key managerial implication is that the practice of supporter list swapping may be most beneficial when lists are shared between organizations that both operate in the same geographic region rather than between organizations that both operate as the same subtype of charity or both share similar beneficiaries. | INTRODUCTIONEach year, Australians donate over $10 billion to charities and nonprofits; yet this giving is dispersed among over 59,000 registered charities (ACNC, 2021). This kind of dispersed giving is observed all around the world: for example, there are 168,000 registered charities in the United Kingdom and over 1.5 million in the United States (Charity Commission, 2018;NCCS, 2020). Despite the importance of understanding how donors distribute their charitable dollars across the charity network, only a handful of studies have considered the question of charity section at all and no empirical research has investigated which types of charities are more likely to attract the same donors. For example, do charities share donors in relatively arbitrary ways, or rather are patterns of shared giving behavior explained by charity sub-type, beneficiaries served, or geographic focus? The current study fills this important gap by conducting a social network analysis on transactional data from over 1.5 million donors to examine their patterns of shared giving between 52 large charities. | Understanding charity selectionCharitable giving refers to voluntary donations of money that benefit non-kin others (Bekkers & Wiepking, 2011a). Traditionally, scholars of giving have focused primarily on identifying who gives to charity and

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Feed the world or help the heroes? Exploring how political attitudes influence charitable choice

Cited by 3 publications

References 62 publications

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

Machine Learning and Marketing: A Systematic Literature Review

Give where you live: A social network analysis of charitable donations reveals localized prosociality

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