Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

The current two studies, one testing college students and the other testing adults, showed nearly identical comparative effects of news features about either a nonprofit organization alone or about that same nonprofit but sponsored by a commercial company. There were two exemplars of nonprofit and commercial company pairings, and each was presented as “localized.” That is, the nonprofit and commercial company were located in the same city as the respondents or nonlocalized. Surprisingly, there was almost no indication that the commercial sponsor damaged positive responses, but there was some indication that under the localized condition, there was more negativity toward the commercial sponsorship. The elaboration likelihood model and attribution theory provide theoretical space for understanding these effects.

Keywords

social marketing, corporate sponsorship, localization, sponsor type, CSR, attribution theory

Publication Date

2014

Source Publication Title

Nonprofit and Voluntary Sector Quarterly

Volume

43

Issue

2

Start Page

314

End Page

337

Publisher

SAGE Publications

DOI

10.1177/0899764012464908

Link to Publisher's Edition

http://dx.doi.org/10.1177/0899764012464908

ISSN (print)

08997640

ISSN (electronic)

15527395

Included in

Communication Commons

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