University of Twente Student Theses
On who can the animals count? : the influence of endorsers and charity appeals on donation intention and brand trust: in the context of animal welfare organisations
Kwadijk, Y.I. (2019) On who can the animals count? : the influence of endorsers and charity appeals on donation intention and brand trust: in the context of animal welfare organisations.
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| Abstract: | The purpose of this study is to extend the little research that has been conducted on the advertisement elements of endorser marketing and charity appeal on influencing brand trust and donation intention within the context of animal welfare. As fundraising became much harder due to the increase of charities, social media could be useful for non-profit organisations to engage and reach more (potential) donors. Therefore, the influence of micro-celebrities is examined. In general, this study aims to provide an insight on the influence of endorser types and charity appeal on trust in the charitable organisation (i.e. brand trust) and charitable donation intention, mediated by endorser credibility and anticipated guilt. The additional influences of personal involvement and moral obligation were also measured. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 70 social sciences in general |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/79960 |
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