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Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior

Author

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  • 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
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    Cited by:

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

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