IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v126y2021icp113-125.html
   My bibliography  Save this article

Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior

Author

Listed:
  • Goh, Iris K.L.
  • Pappu, Ravi
  • Chien, P. Monica

Abstract

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.

Suggested Citation

  • Goh, Iris K.L. & Pappu, Ravi & Chien, P. Monica, 2021. "Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior," Journal of Business Research, Elsevier, vol. 126(C), pages 113-125.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:113-125
    DOI: 10.1016/j.jbusres.2020.12.042
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320308705
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.12.042?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lin, Hsin-Chen & Bruning, Patrick F., 2024. "Guidelines for sponsorship signaling within socially complex markets," Business Horizons, Elsevier, vol. 67(1), pages 19-30.
    2. Bodur, H. Onur & Tezer, Ali & Grohmann, Bianca, 2023. "Execution novelty: Improving brand evaluations in cause sponsorship," Journal of Business Research, Elsevier, vol. 165(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:113-125. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.