PT  - JOURNAL ARTICLE
AU  - NDASI, WILSON
AU  - BOLAT, ELVIRA
AU  - ROUSHAN, GELAREH
TI  - Cause-Related Marketing Advertising Formats on Nonprofit Websites
AID  - 10.2501/JAR-2021-012
DP  - 2021 Aug 19
TA  - Journal of Advertising Research
PG  - JAR-2021-012
4099  - http://www.journalofadvertisingresearch.com/content/early/2021/08/16/JAR-2021-012.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2021/08/16/JAR-2021-012.full
AB  - 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.