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Les associations doivent-elles craindre une résistance au don d'argent ? Premières pistes conceptuelles et managériales

Abstract : This paper explores resistance to donation to charities using recent research about consumer resistance and dona- tion behaviors. The results of the survey of 325 individuals show two dimensions of the antecedents of resistance: the competitive aggressiveness and the ambiguity of charities practices. They expose the disturbing effects individuals feel when they perceive charities dissonant practices. A cluster analysis shed light on three types of sensitiveness to these antecedents: the critic, the benevolent, the confident. The conclusions seek to identify the levers charities could use to face resistance to donation or to prevent from it.
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https://hal.archives-ouvertes.fr/hal-02413493
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Submitted on : Monday, December 16, 2019 - 11:21:56 AM
Last modification on : Thursday, April 28, 2022 - 4:03:05 PM

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Caroline Urbain, Marine Le Gall-Ely, Bertrand Urien. Les associations doivent-elles craindre une résistance au don d'argent ? Premières pistes conceptuelles et managériales. Décisions Marketing, Association Française du Marketing, 2012, pp.59-70. ⟨10.7193/DM.068.59.70⟩. ⟨hal-02413493⟩

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