Journal of Philanthropy and Marketing最新文献

Turrini, A., M. Massi, and C. Piancatelli. 2024. “From Corporate Artification to Artification in the Third Sector.” Journal of Philanthropy and Marketing 29, no. 4: e1881. https://doi.org/10.1002/nvsm.1881.

In paragraph 4 of the “Articles in the Special Issue” section, the text “In the fourth article (Ostillio and Carù), the authors argue that brands can change market perceptions and associations through strategic collaborations with art.” was incorrect. This should have read: “In the fourth article (Cito and Veronesi), the authors argue that brands can change market perceptions and associations through strategic collaborations with art.”

We apologize for this error.

This study explores why nongovernmental organizations (NGOs) engage in unethical behavior because of, and not despite, their perceived moral integrity. Contrary to expectations, we show how a glorified perception of moral integrity within NGOs can create blind spots for unethical behavior, a phenomenon termed the NGO halo effect. The NGO halo consists of people in NGOs glorifying the moral goodness of their organization's mission, morals, and people and prioritizing them over other considerations, the effect of which is unethical behavior. The relationship between the NGO halo and NGO unethical behavior has not been measured. We conduct two studies to measure the relationship between the NGO halo and NGO unethical behavior. In Study 1 (N = 256), we define and establish the content validity of the two NGO halo effect constructs. In Study 2 (N = 544), we validate the constructs and use a regression design to show that the NGO halo is positively and significantly related to unethical behavior. Our research reveals the dark side of moral idealization and confirms that the NGO halo effect is a risk factor for NGO unethical behavior.

Crowdfunding campaigners can struggle with protecting their personal information while providing a compelling case for why their campaign is worthy of support. Little research has examined donation-based crowdfunding campaigners' experience of protecting their sensitive health-related information while trying to meet their fundraising goals. Our research uses semi-structured interviews to explore the concerns of donation-based crowdfunding campaigners who are raising funding for health and/or housing-related reasons, which can be considered basic-living needs. Participants were primarily recruited through two methods: identifying potential participants through a database of scraped crowdfunding campaigns and posting calls for participants on Twitter, Craigslist, and Reddit. We interviewed 24 participants from Canada. All participants were above the age of 19 and crowdfunded for their own health and/or housing-related needs. Thematic analysis was conducted to identify broad domains that encapsulate participants' privacy concerns and the advice they have for others related to privacy protection. Participants identified three areas of privacy-related concerns arising from their experience of creating a crowdfunding campaign for themselves: (1) the public nature of crowdfunding campaigns and related harms; (2) being messaged or intrusively probed by potential donors; and (3) the information collection and sharing by platforms. Based on their experiences of crowdfunding, participants recommended people considering starting a crowdfunding campaign to be both cautious and specific; be informed; and consider the uncertainties related to the practice of crowdfunding. Our analysis indicates campaigners are often unaware of the significant pressures they will face to give up their privacy in exchange for financial support. Participants' privacy-related concerns are complex and intertwined. Better intervention from crowdfunding platforms and government policymakers can help better inform and protect these campaigners.

While research on donor reactions to nonprofit scandals has increased recently, the reaction of volunteers remains understudied. Therefore, this study addresses the impact of nonprofit scandals on volunteer behavior. Drawing on the moral reasoning framework, this research examines how the moral reasoning strategies of moral rationalization, moral decoupling, and moral coupling affect volunteers' responses to nonprofit scandals. This study considers volunteers' time and cash donation behavior as response variables. Furthermore, our model integrates moral intensity and cognitive dissonance as drivers of volunteers' support behavior. The empirical study is based on cross-sectional data and uses a structural equation approach for data analysis. This study provides insights into the dynamics of volunteer behavior in situations where the behavior of nonprofit organizations can be classified as unethical.

This paper investigates the role of artification in promoting social sustainability within smart energy companies and non-profit organisations. Specifically, it explores how contemporary art-based interventions foster social sustainability both internally and externally in corporate and non-profit settings. It focuses on creative partnerships involving the Italian energy company Edison, the EOS Foundation and Kayròs, a non-profit dedicated to protecting minors and vulnerable communities. This research employs a case study methodology, combining qualitative interviews with key stakeholders and analysis of project documentation to understand how these organisations integrate contemporary art into their sustainability initiatives. The findings demonstrate that partnerships with contemporary artists enhance social sustainability by engaging employees and communities in meaningful cultural projects. These collaborations have helped to create art-centred solutions that address corporate social responsibility goals and community development. This has been achieved by incorporating art-based initiatives both within company operations and through outreach programs aimed at external communities.

This study explores artification in nonprofit organizations, specifically focusing on the use of the arts to enhance the well-being of users. By examining how nonprofit institutions integrate artistic practices into their programs, the research highlights the potential for art to serve as a tool for promoting emotional, mental, and social well-being among diverse populations. Moreover, the impact of art therapy on various stakeholders (e.g., artists and/or art dealers) within nonprofit health and social service organizations and the art market in general remains understudied. Therefore, this study examines the case of the Dynamo Camp Art Factory and the complex system of relationships between the various stakeholders to understand the benefits of art therapy and the related artification process. Our findings show that through the involvement of artists in art therapy, value co-creation activities have a cultural and economic impact far beyond the therapeutic effect.

This paper investigates the role of artification-based philanthropy in enhancing brand authenticity and addressing the luxury brand paradox through the case study of Ornellaia's Vendemmia d’artista project. The infusion of art undoubtedly enhances brand perception, particularly for luxury brands that seek to reinforce prestige and exclusivity. On the other hand, philanthropy is a powerful tool to improve brand image by demonstrating the brand's genuine commitment to the common good and strengthening its symbolic value. Thus, for luxury brands, artification-based philanthropy can be challenging due to the contradiction between the goal of philanthropic activity and the essence of luxury and exclusivity reinforced by art. Through in-depth qualitative interviews with managers and analysis of internal documents, we investigated the Vendemmia d’artista project as an excellent example of how different initiatives can overcome this contradiction. Particularly, these initiatives include engaging in meaningful dialogue with stakeholders and the public, firmly establishing a strong connection with the brand identity, and committing to long-term engagement with artists and the Solomon R. Guggenheim Foundation. The article outlines the proper use of artification-based philanthropy in sectors where brand authenticity is essential for gaining legitimacy among the public and stakeholders. Additionally, it suggests managers prioritize unwavering commitment, strengthened by aligning multiple activities engaging diverse audiences.