Charity advertising: a literature of review and research agenda
| dc.contributor.author | Wymer, Walter | |
| dc.contributor.author | Gross, Hellen | |
| dc.date.accessioned | 2021-09-16T17:08:18Z | |
| dc.date.available | 2021-09-16T17:08:18Z | |
| dc.date.issued | 2021 | |
| dc.description | Accepted author manuscript. | en_US |
| dc.description.abstract | The authors present an overview of the academic literature on charity advertising. Through systematically reviewing 63 empirical studies on charity advertising, a synthesis of the body of work is framed in a general model. Predominant antecedents in the charity advertising literature include various appeal tactics and victim portrayals. Research streams on moderators and mediators include various ad characteristics and audience characteristics. The audience’s intentions to donate was the most used outcome variable. Recommendations for continuing theoretical advancement in the field are presented. Managerial implications are also presented. This literature review contributes a knowledge base to guide future charity advertising research. | en_US |
| dc.description.peer-review | Yes | en_US |
| dc.identifier.citation | Wymer, W., & Gross, H. (2021). Charity advertising: A literature review and research agenda. Journal of Philanthropy and Marketing, 28(4), Article e1723. https://doi.org/10.1002/nvsm.1723 | en_US |
| dc.identifier.uri | https://hdl.handle.net/10133/6025 | |
| dc.language.iso | en_CA | en_US |
| dc.publisher | Wiley | en_US |
| dc.publisher.faculty | Dhillon School of Business | en_US |
| dc.publisher.institution | University of Lethbridge | en_US |
| dc.publisher.institution | Coburg University | en_US |
| dc.publisher.url | https://doi.org/10.1002/nvsm.1723 | en_US |
| dc.publisher.url | https://doi.org/10.1002/nvsm.1723 | |
| dc.subject | Charity advertising | en_US |
| dc.subject | Communications | en_US |
| dc.subject | Donations | en_US |
| dc.subject | Literature review | en_US |
| dc.title | Charity advertising: a literature of review and research agenda | en_US |
| dc.type | Article | en_US |