Acquiring Potential Blood Donors in Large Cities: A Preference-Based Donor Segmentation Study

In contrast to previous segmentation studies that apply mostly demographic segmentation criteria, this study presents a behavioral segmentation approach to explain how potential blood donors in large cities can be most effectively clustered and acquired. The authors conduct a representative online panel study among 2,062 potential blood donors living in the four largest cities of Germany—Berlin, Hamburg, Munich, and Cologne. Applying explorative factor analysis and cluster analysis, the study identifies and describes seven preference-based blood donor segments. Using the segmentation results, the authors derive several blood donor acquisition strategies that are directly linked to the identified preferences.     

Who Receives What? The Influence of the Donation Magnitude and Donation Recipient in Cause-Related Marketing

Cause-related marketing campaign structural elements (CSEs) are individual message components that are selected for campaigns and have the ability to influence consumer intentions and behavior. In this study, the impact of donation magnitude (small; large) and donation recipient (branded and well-known; branded and fictitious; unbranded and well-known) on the dependent variables of consumer attitude toward the offer, attitude toward the alliance, and participation intention is explored by means of a 2?×?3 between-subjects experiment. Despite significant differences in familiarity with and attitude toward the donation recipient, significant differences between groups in terms of the dependent variables were not found. The nature of the sample (Generation Y), their attitude toward helping others and charitable organizations, social exchange theory, and equity theory are explored in an attempt to clarify the lack of significant differences pertaining to the dependent variables.     

Examining charitable donation process in South India: role of gender

With increasing financial clout, females are potentially poised as a greater source of charitable giving in the West. However, debate exists in the marketing literature about gender‐based differences in charitable donations. The purpose of this study is to research whether gender‐based segmentation is effective for charities in cultures in which high gender inequality exists. Hence, India, an emerging economy with high gender inequality, was chosen as the study setting. Following an extensive literature review, we identified gender, trust, attitude towards the ad, and feelings from the ad as key predictors of charitable donation intentions. A study model was developed and tested using regression analysis. It was found that the predictor variables have significant impact on intentions to donate. Hence, this study posits that gender could potentially be an effective segmentation variable for charities that are targeting potential donors in South India. Copyright © 2012 John Wiley & Sons, Ltd.     

公司越权捐赠中的董事责任

现代各国法律已经确定了公司公益捐赠的能力,并秉承对公司公益捐赠鼓励与支持的态度。但公司公益捐赠应在法律法规、公司章程或股东大会决议的界限内进行,否则,便是越权捐赠。公司越权捐赠会给公司本身、股东和第三人的利益造成损失。公司作为一种法人实体,在董事会中心主义背景下,以董事代表其实现权利能力和行为能力。因此,董事应为越权捐赠造成的损失承担责任。     

企业捐赠的动因与机制研究

2008年5月12日,在中国大地上,一场突如其来的特大地震灾难着实考验了人们的生存能力和抗灾能力,同时也深深触动了企业的社会责任意识。众多企业瞬间涌入抗震救灾的公益浪潮之中,集体上演了一场前所未有的企业捐赠公益盛举。在市场经济条件下,企业作为最重要的社会生产组织,控制和支配着越来越多的资源,在人类社会生产活动中起着越来越大的主导作用。企业捐赠作为企业承担社会责任的一个重要方面,在当今时代已兼有政治、经济和社会三重重要意义。因此,研究企业捐赠行为就显得尤为重要。本文在企业捐赠动因分析的基础上,通过分析我国企业捐赠的现状、存在的问题及其原因,探寻在和谐社会大背景下,我国企业捐赠的发展机制。     

企业公益品牌策略的案例研究

随着社会主义市场经济的不断发展,国内企业开始关注公益活动。但是,国内企业参与公益活动的随意性较大。我国企业公益品牌策略的选择应与企业品牌定位协同配合,选择公益事业的关键群体,视公益品牌策略为企业的长期战略应成为我国企业经营策略。     

捐赠:民营企业强化政治关联的手段?

文章研究了政治关联对民营企业在汶川地震后捐赠行为的影响,以及捐赠后民营企业从政府获得的支持。研究发现,已有政治关联显著影响了民营企业的捐赠行为,即具有政治关联的民营企业更倾向于在地震后进行捐赠。从经济后果看,捐赠后捐赠民营企业在获得银行贷款和税收方面比未捐赠企业获得了更多的优惠。文章研究表明,在中国现阶段,民营企业的捐赠行为是策略性的,其利用捐赠巩固政治关联,从而进一步获得政府的支持。     

The Effects of Deadline Pressure on Attitudinal Ambivalence

This article examines how attitudinal ambivalence, derived from the positive and negative evaluations associated with an attitude toward a behavior, that has an explicit deadline, fluctuates as a deadline becomes imminent. Using a longitudinal design, it was shown that as a deadline for performing a behavior becomes imminent, the level of ambivalence associated with the behavior increased significantly. Such an increase was not realized for a control group that was assessed longitudinally but without the presence of an imminent deadline. In addition, we provide evidence that the increase in ambivalence as a deadline approaches is driven primarily by the increased salience of negative factors associated with the behavior.     

受捐赠人特定型网络募捐的法律认可与合理规制——兼论与证券公开发行行为的比较分析

受捐赠人特定型网络募捐是社会主体通过网络向不特定社会公众募集资金，且将所募集资金用于特定受捐赠人的新型募捐模式。《慈善法》目前未将此类募捐行为纳入其调整与规范范围。通过对与受捐赠人特定型网络募捐有较多类比因素的证券公开发行行为进行比较分析可见，在各国立法长期认可后者的基础上，我国法律认可前者也具有较强的合理性。事实上，网络募捐的市场理性和市场调节能力的自发规制、网络募捐整体社会收益远大于募捐成本以及立法对慈善组织的良好假设经不起实践检验等因素的存在，都是我国立法认可受捐赠人特定型网络募捐行为的具体原因。我国立法可通过各种制度措施对受捐赠人特定型网络募捐行为进行合理适度的有效规制。     

公益性捐赠、会计业绩与市场绩效:基于汶川大地震的经验证据

文章手工搜集了2008年5月12日汶川大地震发生后中国上市公司公益性捐赠的经验数据,实证研究了基于突发性自然灾害情况下的公益性捐赠对公司会计业绩和市场绩效的影响。研究结果表明,进行公益性捐赠的上市公司的会计业绩和市场绩效显著增加,上市公司的积极性公益性捐赠显著提升了其会计业绩和市场绩效,捐赠金额越多,会计业绩和市场绩效越好。