000148589 001__ 148589
000148589 005__ 20250120165542.0
000148589 0247_ $$2doi$$a10.1080/0267257X.2023.2268087
000148589 0248_ $$2sideral$$a135362
000148589 037__ $$aART-2023-135362
000148589 041__ $$aeng
000148589 100__ $$0(orcid)0000-0002-4565-6746$$aMinguez, Ana$$uUniversidad de Zaragoza
000148589 245__ $$aPhilanthropy scandals and regular donations: the role of email marketing communications
000148589 260__ $$c2023
000148589 5060_ $$aAccess copy available to the general public$$fUnrestricted
000148589 5203_ $$aCharitable organisations are principled actors providing essential community services. However, due to some highly publicised charity scandals in recent years, they are under increased scrutiny today. This study explores the impact of negative publicity (i.e. publicly reported scandals) about charitable organisations on the contributions of regular donors and analyses the moderating role of email marketing communications as a key factor in counteracting the impact of negative publicity on donations. The results of analysing a sample of regular donors during the period 2013–2020 reveal that negative publicity about charities reduces the amount donated, and that this effect is stronger on the contributions of more frequent donors, who are potentially more sensitive to this publicity. This impact is softened by email marketing communications. The implications for the field of marketing management in charities are discussed.
000148589 536__ $$9info:eu-repo/grantAgreement/ES/DGA/S54-23R$$9info:eu-repo/grantAgreement/ES/MICINN/PID2020-114874GB-I00$$9info:eu-repo/grantAgreement/EUR/MICINN/TED2021-130861A-I00
000148589 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000148589 590__ $$a3.5$$b2023
000148589 591__ $$aMANAGEMENT$$b151 / 407 = 0.371$$c2023$$dQ2$$eT2
000148589 591__ $$aBUSINESS$$b119 / 304 = 0.391$$c2023$$dQ2$$eT2
000148589 592__ $$a1.454$$b2023
000148589 593__ $$aStrategy and Management$$c2023$$dQ1
000148589 593__ $$aMarketing$$c2023$$dQ1
000148589 594__ $$a8.0$$b2023
000148589 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/acceptedVersion
000148589 700__ $$0(orcid)0000-0001-5321-8052$$aSese, F. Javier$$uUniversidad de Zaragoza
000148589 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000148589 773__ $$g36, 15-16 (2023), 1592-1619$$pMM, J. mark. manage.$$tJournal of Marketing Management$$x0267-257X
000148589 8564_ $$s726141$$uhttps://zaguan.unizar.es/record/148589/files/texto_completo.pdf$$yPostprint$$zinfo:eu-repo/semantics/openAccess
000148589 8564_ $$s1068959$$uhttps://zaguan.unizar.es/record/148589/files/texto_completo.jpg?subformat=icon$$xicon$$yPostprint$$zinfo:eu-repo/semantics/openAccess
000148589 909CO $$ooai:zaguan.unizar.es:148589$$particulos$$pdriver
000148589 951__ $$a2025-01-20-14:53:43
000148589 980__ $$aARTICLE