...' experiences of joining a child sponsorship program. The central research question was: What does it mean to be a child sponsor? The specific research aims were twofold: Child sponsorship involves a more long‐lasting commitment than other types of charitable donations. Child sponsorship programs encourage...

... intention. The study discusses gift‐purchasing decision based on the gift‐giver; therefore all the above constructs are defined from the gift‐giver's viewpoint. © Emerald Group Publishing Limited 2010 China Charitable donations Culture Gift‐giving behavior is a widespread social...

... marketing Ethics Charitable donations Green marketing Economic sustainability Loyalty marketers have long understood how to leverage data‐driven insight to effect profitable customer behavior change. Brands are now turning to these same tactics to help consumers make more ethical choices...