Charity Appeals Using Celebrity Endorsers
Celebrity Attributes Most Predictive of Audience Donation Intentions
Bibliographic Data
| ID | 12249331 |
|---|---|
| Authors | Walter Wymer (0000-0002-5864-2829, corresponding author), Tanya Drollinger (0000-0002-8066-6093) |
| Year | 2014 |
| Volume | 26 |
| Issue | 6 |
| Pages | 2694-2717 |
| Publication date | 2014-12-09 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Voluntas Revista Internacional de Filosofia (JOURNAL) |
| Journal identifiers | ISSN: 2179-3786 • E-ISSN: 1573-7888 |
| Publisher | Springer Science+Business Media (PUBLISHER • DE) |
| DOI | 10.1007/s11266-014-9546-y |
| OpenAlex | W2095702065 |
| Language | EN |
| Citations received | 10 |
| References cited | 46 |
We compare the relative influence of different celebrity endorser attributes on respondents’ intentions to donate to a fictitious charity. The celebrity endorser attributes we modeled are expertise, admirability, likeability, trustworthiness, and attractiveness. We examine the moderating effects of audience sex, and general attitudes toward charities. Finally, we examined the mediating effects of perceived endorser fit with the endorsed charity. Our results find that endorser expertise and admirability are significant predictors of audience donation intentions. Audience general attitudes toward charities are a significant moderator of the influence of endorser expertise and admirability on donation intentions. We discuss the implications of our findings for researchers and practitioners
Advertising · Business · Donation · Political science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Law · Nonprofit Sector and Volunteering · Psychology · Social Psychology
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| Unique citing works | 10 |
|---|---|
| Citations per year | 1,25 |
| Citation span | 2018 - 2026 (9) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 10 |