Mcdonald, Katie; Scaife, Wendy; Wymer, Walter - Facultatea de Administraţie Publică, Şcoala … - 2011
A quasi-experimental design (N=517) was used to investigate the effect of corporate support of a charity in an ad on audience response to the supported charity. The results indicate that corporate support of a charity appears not to influence audience attitudes and donation intentions for the...