Journal of Nonprofit & Public Sector Marketing
Management, Marketing and Business Administration
Arthur J. Bauernfeind College of Business
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.
This is an Accepted Article published by Taylor & Francis in the Journal of Nonprofit & Public Sector Marketing, available at https://doi.org/10.1080/10495142.2021.1941499