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Cause-Related Marketing Advertising Formats on Nonprofit Websites

Does a Company’s Donation-Amount Offer In Nonprofit Display Ads Drive Purchase Intention?

Wilson Ndasi, Elvira Bolat, Gelareh Roushan
DOI: 10.2501/JAR-2021-012 Published 1 September 2021
Wilson Ndasi
Oxford Brookes University,
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  • For correspondence: wndasi@brookes.ac.uk
Elvira Bolat
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Gelareh Roushan
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Abstract

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements. This study compares two digital cause-related marketing advertising formats—advertisements with an explicit donation amount and an online cause-sponsorship advertising format—in terms of their impact on consumers’ purchase intention as well as gender differences. Survey results of 538 U.K. Consumers indicate that the overall purchase intention toward explicit donation amount advertising formats is stronger than toward the online cause-sponsorship format, regardless of whether the perceived donation amounts are low or high. Contrary to expectation, gender differences in purchase intention did not show significance across all advertising formats.

  • Received July 11, 2019.
  • Received (in revised form) July 29, 2020.
  • Accepted August 21, 2020.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 3

Journal of Advertising Research: 61 (3)
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Cause-Related Marketing Advertising Formats on Nonprofit Websites
Wilson Ndasi, Elvira Bolat, Gelareh Roushan
Journal of Advertising Research Sep 2021, 61 (3) 289-302; DOI: 10.2501/JAR-2021-012

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Cause-Related Marketing Advertising Formats on Nonprofit Websites
Wilson Ndasi, Elvira Bolat, Gelareh Roushan
Journal of Advertising Research Sep 2021, 61 (3) 289-302; DOI: 10.2501/JAR-2021-012
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