Judge a Nonprofit by the Partners it Keeps: How Does Cross-Sector Partnership Disclosure Influence Public Evaluations of the Nonprofit?

被引：4

作者：

Dong, Chuqing ^{[1
]}

Rim, Hyejoon ^{[2
]}

机构：

[1] Michigan State Univ, Coll Commun Arts & Sci, AD PR Dept, 404 Wilson Rd, E Lansing, MI 48824 USA

[2] Univ Minnesota, Hubbard Sch Journalism & Mass Commun, 206 Church St SE, Minneapolis, MN 55455 USA

来源：

VOLUNTAS | 2022年 / 33卷 / 05期

关键词：

Cross-sector partnership; Partnership portfolio communication; Nonprofit; Cynicism; CORPORATE SOCIAL-RESPONSIBILITY; COLLABORATIVE VALUE CREATION; SPONSORSHIP PORTFOLIO; CONSUMER EVALUATIONS; BRAND ALLIANCES; CSR; CHALLENGES; CYNICISM; BELIEFS; SIZE;

D O I：

10.1007/s11266-022-00457-8

中图分类号：

D58 [社会生活与社会问题]; C913 [社会生活与社会问题];

学科分类号：

摘要：

This study investigates public reactions to cross-sectoral partnership communication from a nonprofit's perspective. In two experiments, this study examined how key partnership portfolio configurations, size and diversification, influence individual publics' trust, attitude, and supportive intentions to the focal nonprofit. In addition, it explored the moderating effect of nonprofit cynicism in this process. Findings of this study contradict the win-win assumption of cross-sectoral partnerships and add new insights to nonprofit organizations' partner selection and disclosure.

引用

页码：952 / 969

页数：18

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