Charity advertising: a literature of review and research agenda

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dc.contributor.authorWymer, Walter
dc.contributor.authorGross, Hellen
dc.date.accessioned2021-09-16T17:08:18Z
dc.date.available2021-09-16T17:08:18Z
dc.date.issued2021
dc.descriptionAccepted author manuscript. Embargo in effect until August 24, 2023en_US
dc.description.abstractThe 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-reviewYesen_US
dc.identifier.citationWymer, W., & Gross, H. (2021). Charity advertising: A literature review and research agenda. Journal of Philanthropy and Marketing. Retrieved from https://hdl.handle.net/10133/6025en_US
dc.identifier.urihttps://hdl.handle.net/10133/6025
dc.language.isoen_CAen_US
dc.publisherWileyen_US
dc.publisher.facultyDhillon School of Businessen_US
dc.publisher.institutionUniversity of Lethbridgeen_US
dc.publisher.institutionCoburg Universityen_US
dc.publisher.urlhttps://doi.org/10.1002/nvsm.1723en_US
dc.subjectCharity advertisingen_US
dc.subjectCommunicationsen_US
dc.subjectDonationsen_US
dc.subjectLiterature reviewen_US
dc.titleCharity advertising: a literature of review and research agendaen_US
dc.typeArticleen_US
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