| Author: | Schneider, W. |
| Title: | Philanthropie und Gratifikationsprinzip - Ein Beitrag zur theoretischen und empirischen Erforschung des Problemfeldes "Spendenmarketing" |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1996 : VOL. 48:4, p. 394-408 |
| Index terms: | MARKETING THEORY EMPIRICAL RESEARCH FUND-RAISING GERMANY |
| Language: | ger |
| Abstract: | In contrast to the Anglo-Saxon world, philantropic behaviour and fundraising have only rarely been theoretically analyzed and empirically investigated in Germany. In view of the historical neglect of this subject in the field of marketing, we have developed a cost/benefit- model of the donation decision which is based on the principle of gratification and is tested in an empirical survey of private households. Taken as a whole, the various facets of gratification seem to adequately explain existing differences in charitable commitment. While benefit- components relating to egoistical motives as well as efforts in form of transfer and control costs are of great significance for donations, altruistic motives and monetary costs have a highly significant , albeit tendencially lower impact. Utilized for fundraising-efforts of charities. |
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