IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i2p23-31.html
   My bibliography  Save this article

The moderating role of religiosity on nonprofit advertising

Author

Listed:
  • Hopkins, Christopher D.
  • Shanahan, Kevin J.
  • Raymond, Mary Anne

Abstract

Nonprofits need to compete for donations now more than ever. Maintaining a socially responsible reputation and developing ads that are emotional and likable are tactics used to encourage donations. This study explores the role of religiosity as a moderator of antecedents to intent to donate to the nonprofit sponsor of pro-social ads and finds that religiosity acts as a moderator in the relationship between liking of the ad, perceived corporate social responsibility of the nonprofit, and intent to donate to the nonprofit. Managerial implications suggest that nonprofits employing negative emotional appeals in advertising should (1) feature real victims (not actors) to generate empathy and (2) target more religious individuals through demographic and psychographic segmentations.

Suggested Citation

  • Hopkins, Christopher D. & Shanahan, Kevin J. & Raymond, Mary Anne, 2014. "The moderating role of religiosity on nonprofit advertising," Journal of Business Research, Elsevier, vol. 67(2), pages 23-31.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:2:p:23-31
    DOI: 10.1016/j.jbusres.2013.03.008
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313001021
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2013.03.008?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.

    References listed on IDEAS

    as
    1. S. Brammer & Geoffrey Williams & John Zinkin, 2007. "Religion and Attitudes to Corporate Social Responsibility in a Large Cross-Country Sample," Journal of Business Ethics, Springer, vol. 71(3), pages 229-243, March.
    2. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    3. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    4. Shiu, Edward & Hassan, Louise M. & Walsh, Gianfranco, 2009. "Demarketing tobacco through governmental policies - The 4Ps revisited," Journal of Business Research, Elsevier, vol. 62(2), pages 269-278, February.
    5. Leon Dube & Sue Wingfield, 2008. "Economics, Sociology, Politics, and Religion: Success of Marketing Students," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 36(4), pages 503-504, December.
    6. Piacentini, Maria G. & Banister, Emma N., 2009. "Managing anti-consumption in an excessive drinking culture," Journal of Business Research, Elsevier, vol. 62(2), pages 279-288, February.
    7. Verhaert, Griet A. & Van den Poel, Dirk, 2011. "Empathy as added value in predicting donation behavior," Journal of Business Research, Elsevier, vol. 64(12), pages 1288-1295.
    8. Gardner, Meryl Paula, 1985. "Mood States and Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 281-300, December.
    Full references (including those not matched with items on IDEAS)

    Citations

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


    Cited by:

    1. Dominik Aaken & Florian Buchner, 2020. "Religion and CSR: a systematic literature review," Journal of Business Economics, Springer, vol. 90(5), pages 917-945, June.
    2. Bozkurt, Sıddık & Welch, Emma & Gligor, David & Gligor, Nichole & Garg, Vipul & Gopalakrishna Pillai, Kishore, 2023. "Unpacking the experience of individuals engaging in incentivized false (and genuine) positive reviews: The impact on brand satisfaction," Journal of Business Research, Elsevier, vol. 165(C).
    3. Srivastava, Arti & Nasa, Jayant & Satyavageeswaran, Prakash & Dubelaar, Chris & Nanarpuzha, Rajesh, 2024. "Advertising Stigmatized Products: Leverage Social Norms or Break the Stigma?," Journal of Business Research, Elsevier, vol. 183(C).
    4. Engelland, Brian T., 2014. "Religion, humanism, marketing, and the consumption of socially responsible products, services, and ideas: Introduction to a special topic section," Journal of Business Research, Elsevier, vol. 67(2), pages 1-4.
    5. Rajat Roy & Anirban Som & Vik Naidoo & Fazlul K. Rabbanee, 2024. "How Envy Encourages Beliefs in Unethical Consumer Behaviour: The Role of Religiosity and Moral Awareness," Journal of Business Ethics, Springer, vol. 193(2), pages 345-361, August.
    6. Shahidul Islam & Nazlida Muhamad & Wardah Hakimah Sumardi, 2022. "Customer-perceived service wellbeing in a transformative framework: Research propositions in the area of health services," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(1), pages 219-245, March.
    7. Chantziaras, Antonios & Dedoulis, Emmanouil & Grougiou, Vassiliki & Leventis, Stergios, 2020. "The impact of religiosity and corruption on CSR reporting: The case of U.S. banks," Journal of Business Research, Elsevier, vol. 109(C), pages 362-374.
    8. Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement," Societies, MDPI, vol. 13(6), pages 1-17, June.
    9. Denni Arli & Patrick Esch & Yuanyuan Cui, 2023. "Who Cares More About the Environment, Those with an Intrinsic, an Extrinsic, a Quest, or an Atheistic Religious Orientation?: Investigating the Effect of Religious Ad Appeals on Attitudes Toward the E," Journal of Business Ethics, Springer, vol. 185(2), pages 427-448, June.
    10. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    11. Adel A. Al-Wugayan, 2023. "Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 369-391, June.
    12. Jamel Khenfer & Steven Shepherd & Aaron Kay, 2015. "Religious Responses to “Selling Happiness”: Consequences for Attitude toward the Ad and the Advertised Brand," Post-Print hal-01121391, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    2. Sierra, Jeremy J. & Hyman, Michael R., 2011. "Outlet mall shoppers' intentions to purchase apparel: A dual-process perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 341-347.
    3. Hwang, Jiyoung & Yun, Zee-Sun, 2015. "Mechanism of psychological distress-driven smoking addiction behavior," Journal of Business Research, Elsevier, vol. 68(10), pages 2189-2197.
    4. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    5. Liu, Qian & Shao, Zhen & Fan, Weiguo, 2018. "The impact of users’ sense of belonging on social media habit formation: Empirical evidence from social networking and microblogging websites in China," International Journal of Information Management, Elsevier, vol. 43(C), pages 209-223.
    6. Sapanna Laysiriroj & Walter Wehrmeyer, 2020. "Intergenerational differences of CSR activities in family-run businesses in eastern Thailand," Asian Journal of Sustainability and Social Responsibility, Springer, vol. 5(1), pages 1-15, December.
    7. Philippe Cohard, 2020. "Information Systems Values: A Study of the Intranet in Three French Higher Education Institutions," Post-Print hal-02987225, HAL.
    8. Joan-Lluis Capelleras & Ignacio Contín-Pilart & Martin Larraza-Kintana, 2011. "Publicly Funded Prestart Support for New Firms: Who Demands it and How it Affects Their Employment Growth," Environment and Planning C, , vol. 29(5), pages 821-847, October.
    9. Kusa, Rafał & Suder, Marcin & Duda, Joanna, 2023. "Impact of greening on performance in the hospitality industry: Moderating effect of flexibility and inter-organizational cooperation," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    10. Breuer, Christoph & Boronczyk, Felix & Rumpf, Christopher, 2021. "Message personalization and real-time adaptation as next innovations in sport sponsorship management? How run-of-play and team affiliation affect viewer response," Journal of Business Research, Elsevier, vol. 133(C), pages 309-316.
    11. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    12. Schneider, Christian O. & Bremen, Philipp & Schönsleben, Paul & Alard, Robert, 2013. "Transaction cost economics in global sourcing: Assessing regional differences and implications for performance," International Journal of Production Economics, Elsevier, vol. 141(1), pages 243-254.
    13. Sony, Michael & Naik, Subhash, 2020. "Industry 4.0 integration with socio-technical systems theory: A systematic review and proposed theoretical model," Technology in Society, Elsevier, vol. 61(C).
    14. Nikola Milicevic & Ines Djokic & Nenad Djokic & Aleksandar Grubor, 2022. "Social Marketing in Promoting Sustainable Healthy Lifestyle among Student Population," Sustainability, MDPI, vol. 14(3), pages 1-14, February.
    15. Ingo Balderjahn & Dennis Appenfeller, 2023. "A Social Marketing Approach to Voluntary Simplicity: Communicating to Consume Less," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    16. Bediako, Isaac Asare & Zhao, Xicang & Antwi, Henry Asante & Mensah, Claudia Nyarko, 2018. "Urban water supply systems improvement through water technology adoption," Technology in Society, Elsevier, vol. 55(C), pages 70-77.
    17. Ashwin W. Joshi, 2017. "OEM implementation of supplier-developed component innovations: the role of supplier actions," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 548-568, July.
    18. Nepomuceno, Marcelo Vinhal & Laroche, Michel, 2015. "The impact of materialism and anti-consumption lifestyles on personal debt and account balances," Journal of Business Research, Elsevier, vol. 68(3), pages 654-664.
    19. DeMarree, Kenneth G. & Briñol, Pablo & Petty, Richard E., 2014. "The effects of power on prosocial outcomes: A self-validation analysis," Journal of Economic Psychology, Elsevier, vol. 41(C), pages 20-30.
    20. Alessia Acampora & Michele Preziosi & Maria Claudia Lucchetti & Roberto Merli, 2022. "The Role of Hotel Environmental Communication and Guests’ Environmental Concern in Determining Guests’ Behavioral Intentions," Sustainability, MDPI, vol. 14(18), pages 1-23, September.

    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:67:y:2014:i:2:p:23-31. 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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.