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Investigating the impact of perceived nonprofit sponsorship engagement on prosocial behavior

机译：调查感知非营利赞助赞助参与对女性行为的影响

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This research draws on signaling theory to investigate the impact of corporate sponsorship of nonprofits on consumer prosocial behavior. Across two experiments, the authors examine how information about the sponsorship engagement of a nonprofit organization and people's degree of familiarity with the nonprofit influence their willingness to engage in prosocial behavior toward the nonprofit. Study 1 shows that consumers are more willing to offer support to a nonprofit if they believe the nonprofit has extensive sponsorship engagement. Further, Study 1 shows that people's perceptions of their donations' impact on the nonprofit transmit the positive effects of sponsorship engagement to willingness to donate. Study 2, which is based on different sponsorship rosters and different measures, confirms Study 1 findings regarding the direct effects of sponsorship engagement on willingness to support and the indirect effects on willingness to donate. Implications for corporate sponsors and nonprofits are discussed.
机译：这项研究借鉴了信号理论，以调查企业赞助非营利组织对消费者手势行为的影响。作者审查了两个实验，研究了关于非营利组织和人民熟悉程度的赞助聘用的信息如何影响他们的意愿，他们愿意对非营利组织进行口语行为。研究1表明，如果他们认为非营利组织具有广泛的赞助参与，消费者更愿意为非营利组织提供支持。此外，研究1表明，人们对他们捐赠对非营利组织的影响的看法会传播赞助参与愿意捐赠的积极影响。研究2，基于不同的赞助人员和不同的措施，确认了关于赞助参与对支持愿意和对捐赠意愿的间接影响的直接影响的研究。讨论了对公司赞助商和非营利组织的影响。

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