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This study aims to examine the effects of motives for attending charity sport events on perceptions of self-congruity and charity sport event identification. It also examined the mediating role of self-congruity on the relationships between motives for attending charity sport events and charity sport event identification.

Data were collected through an online self-administered survey of 330 participants who had attended charity sport events in Thailand. A series of multiple regressions and the PROCESS macro method were used for analysing direct and indirect effects.

The results clearly indicated that physical and charitable motives had a significant impact on event identification. While physical, social and charitable motives had an impact on self-congruity, self-congruity had a greater impact on event identification. The role of self-congruity, meanwhile, mediated the relationship between physical, social, enjoyment and charitable motives and the event identification.

The results of this study contribute to the extension of the body of knowledge, especially in regard to special events and charitable foundations where the proposed relationships have yet to be studied.

Using the social identity theory as a theoretical background, the study adds to the comprehensive understanding of social and psychological motives to build an identity and enhance a strong sense of identification and belonging to a charity sport event.

Charity sports events have emerged as a major, beneficial social phenomenon to be encouraged. In this study, the authors aim to examine the relationships among personal norms, social norms, self-identity, response efficacy and the “warm glow” feeling, which, in turn, influences willingness to return and enjoyment of participation in charity sports events in Thailand.

An online self-administered survey was conducted to collect data from 600 participants, and structural equation modelling (SEM) was done under the two-step modelling approach to test the hypotheses.

The findings indicate that self-identity and response efficacy positively influence participants' warm glow. By contrast, the relationships of personal and social norms with warm glow are not significant. Moreover, warm glow positively influences participants' willingness to return to attend the event and their enjoyment.

This study's findings have academic implications and can benefit marketers and event organizers by giving them insights into participants' behaviour and allowing them to better create services to improve participant experiences and boost repeat attendance better.

By applying the concept of warm glow in the context of charity sports events, this study deepens the understanding of the causal pathways from the antecedents to participants' willingness to return and enjoyment through the warm glow.

This study aims to examine whether and how voluntary accounting disclosures can repair individual donors’ trust in a charity after negative events.

The authors adopt a qualitative research approach and conduct 32 semi-structured interviews with active Australian individual donors, with a hypothetical vignette design. Hypothetical negative events and corresponding accounting disclosures are presented to participants during interviews.

Three types of individual donors are identified based on their decision-making patterns after negative events and primary trust relations with a charity-reasoned donor (giving-decision based on their analysis of the situation, competence-based trust), generalist donors (giving-decision based on trust in the charitable sector, institution-based trust) and emotional donors (giving-decision based on feelings and emotions about the charity, integrity-based trust). The research suggests that accounting disclosures can repair trust damage for reasoned donors and support institution-based trust for generalist donors, but do not seem able to repair trust damage for emotional donors and can potentially damage trust further.

Overall, the findings suggest that a one-size-fits-all approach to communicating with individual donors after negative events is not likely to be very effective in repairing trust. Instead, charities may need to adapt disclosures to their different types of individual donors.

While prior accounting studies have largely focussed on how charity managers themselves grapple with accountability or how negative events impact charitable donations, the authors demonstrate how accounting disclosures can play different roles in the trust-repairing process for different types of individual donors.

In the extant literature, the concepts of charity and philanthropy have been differentiated based on the belief that charity stems from religious motivations and philanthropy is often secular in origin. Accordingly, this paper aims to investigate whether there is a distinction between managerial practices regarding the given concepts as emphasized in the conceptual discussions.

To see the managerial practices, the authors determined bazaars, community fundraising events organized by nonprofit organizations (NPOs), as the research field. Then, this study followed the general systematic of qualitative research. Accordingly, the authors conducted 44 interviews with experienced bazaar organizers from 10 NPOs in total. Furthermore, four days of participant observation with field notes were made in each bazaar, which lasted from 7 to 10 days. This study also used archival data as a secondary data source and then analyzed all data with a content analysis technique.

This study found that the field practices mainly do not support the distinction drawn over the conceptual discussions. Both concepts are nouns describing the act of giving and helping the needy. They are actively performed based on different motives (religion-based and secular).

The relevant distinction is limited to the conceptual discussions and has not been supported by the findings obtained from the field. Also, most of the studies on helping were carried out in the Western context. Studies conducted outside these cultures are quite limited. The value of the current study lies in the fact that it was conducted in a cultural context different from the Western cultures and paves the pathway for future research.

This paper aims to explore the use of an appeal, belonging and commitment social marketing intervention to rescue a failing corporate “charity of the year” exercise that involved a mental disability charity. It describes the improvements experienced consequent to the introduction of volunteer “charity ambassadors” (CAs) appointed to champion the charity’s cause.

The study revolved around company employees’ responses to an open-ended question concerning their attitudes towards people with mental disabilities. A semi-automated qualitative research technique (structural topic modelling [STM]) was used to analyse the replies both pre- and post-intervention. Regression analyses were undertaken to explain whether employees’ replies to the question fell in specific categories.

The intervention was successful. Employees’ attitudes regarding mentally impaired people shifted substantially away from fear and towards feelings of benevolence and compassion. Employees’ financial donations to the charity increased significantly consequent to the intervention. Levels of benevolence and compassion depended significantly on participants’ prior exposure to people with mental disabilities, gender and degree of involvement in activities associated with the intervention.

Stakeholders other than employees were not sampled. Open-ended responses to a single question can oversimplify complex issues.

Outcomes to the research demonstrate how CAs can induce positive attitudes and behaviour towards an “unpopular cause”.

The results highlight some of the problems attached to corporate sponsorship of unpopular causes. A relatively recently developed open-ended qualitative research technique, STM, was used to examine employees’ attitudes. Classifications of findings emerged from the data and did not depend on a predetermined coding scheme.

In recent years, cause‐related marketing (CRM) has made a significant impact on businesses and charitable organizations. However, the study of CRM as a unique retailing format has received limited academic exploration. Central to this study's investigation is not just shopping^® (NJS), an organization that uses CRM as a basis for its retailing model. This study seeks to examine cause‐related retailing (CRR) and the perceptions of three vested parties: consumers who have purchased from NJS events; vendors who sell at NJS events; and the NJS business owner.

The primary factors that potentially impact CRR efforts were explored through an extensive literature search and qualitative data collection. Data were collected via in‐depth interviews with 13 shoppers, 15 vendors and the NJS business owner. The data were analyzed and interpreted according to the protocol for case study research as outlined by Yin.

This study of the three vested parties from NJS found that the CRR model differs slightly from that of CRM. Findings from this study suggest that consumers are motivated primarily by the location, vast array of unique products, and social benefits as opposed to the support of the charitable cause.

This study makes an important contribution to the CRM and CRR literature. Results also provide support for trends in retailing that show how consumers are actively searching for unique, non‐commoditized items. The findings illustrate that a combination of diverse retailing and socialization benefits, not price, drives this particular retailing venue. Additional research is needed to investigate the issues surrounding why the charitable cause is not a significant motivating factor in retail purchase decisions.

This research is original to the retailing and CRM literatures. One of the benefits of this exploratory study is that it provided the authors with an opportunity to examine a unique retailing venue, NJS, and to explore the impact of CRR on purchases.

The purpose of this paper is to analyze the factors that influence the level of satisfaction or festival attendees and how that influences their intention to return. The impact of other factors such as past attendance and distance traveled to the festival were also examined.

The data for this study were collected using an online survey from attendees at a LaughFest™, a comedy festival hosted as a fund and awareness raiser for a non-profit organization (NPO) in a medium-sized Midwestern city. The data related to reasons for level of satisfaction and intention to return were coded into dichotomous variables, and along with income, gender and distance traveled to the event were analyzed using logistic regression.

Of the factors that impacted satisfaction, performers, venue, and ticket prices were found to have the largest impact on intention to return, with negative experiences having a greater impact than positive. Previous attendance was also significant with regard to intention to return.

This information will allow this festival’s managers to target specific areas for improvement to increase the rate of repeat attendance.

This paper aims to contribute to the literature addressing specific factors influencing level of satisfaction and how those factors impact intention to return by examining them in a comedy festival that is also a fund and awareness raiser for a local NPO. There are few studies examining this aspect in regard to this particular type of festival.

We report an experiment conducted to gain insight into factors that may affect revenues in English auctions and lotteries, two commonly used charity fund-raising formats. In particular, we examine how changes in the marginal per capita return (MPCR) from the public component of bidding, and how changes in the distribution of values affect the revenue properties of each format. Although we observe some predicted comparative static effects, the dominant result is that lottery revenues uniformly exceed English auction revenues. The similarity of lottery and English auction bids across sales formats appears to drive the excess lottery revenues.