SOCIAL WORK AND MANAGEMENT ›› 2017, Vol. 17 ›› Issue (1): 12-17.

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Impact of Underdog Perception of Nonprofit Organization on the Donors: Underdog Self-identification as Moderator

WANG Xiuzhi, HU Xiaohong, YANG Xiaoyan   

  1. School of Business, Guangdong University of Foreign Studies, Guangzhou, Guangdong, 510420, China
  • Received:2016-09-27 Online:2017-01-15 Published:2017-01-15

Abstract:

Is there any underdog effect when Non-profit organization raises fund? Is it strong for the weak side? In this paper, we have done two experiments to answer these questions. Study1 shows that a donor of non-profit organizations who perceived NPO as an underdog would express more willingness to donate.Study2 demonstrates that the consumer who is strongly self-identified as underdogs would support NPO as an underdog. Thus, non-profit organizations can create a positive image of the underdog to win the donation and encourage donors with underdog identity in the marketing communications

Key words: non-profit organizations, donors, underdog self-identification, perceived underdog

CLC Number: 

  • F713.5

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