caa a22 4500 606151958 CHVBK 20210128100546.0 cr unu---uuuuu 210128e20151201xx s 000 0 eng 10.1007/s11266-014-9546-y doi (NATIONALLICENCE)springer-10.1007/s11266-014-9546-y Charity Appeals Using Celebrity Endorsers: Celebrity Attributes Most Predictive of Audience Donation Intentions [Elektronische Daten] [Walter Wymer, Tanya Drollinger] We compare the relative influence of different celebrity endorser attributes on respondents' intentions to donate to a fictitious charity. The celebrity endorser attributes we modeled are expertise, admirability, likeability, trustworthiness, and attractiveness. We examine the moderating effects of audience sex, and general attitudes toward charities. Finally, we examined the mediating effects of perceived endorser fit with the endorsed charity. Our results find that endorser expertise and admirability are significant predictors of audience donation intentions. Audience general attitudes toward charities are a significant moderator of the influence of endorser expertise and admirability on donation intentions. We discuss the implications of our findings for researchers and practitioners. International Society for Third-Sector Research and The Johns Hopkins University, 2014 Celebrity endorsers nationallicence Charities nationallicence Celebrity attributes nationallicence Donations nationallicence Wymer Walter Faculty of Management, University of Lethbridge, T1K3M4, Lethbridge, AB, Canada aut Drollinger Tanya Faculty of Management, University of Lethbridge, T1K3M4, Lethbridge, AB, Canada aut VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations Springer US; http://www.springer-ny.com 26/6(2015-12-01), 2694-2717 0957-8765 26:6<2694 2015 26 11266 https://doi.org/10.1007/s11266-014-9546-y text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s11266-014-9546-y text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Wymer Walter Faculty of Management, University of Lethbridge, T1K3M4, Lethbridge, AB, Canada aut NATIONALLICENCE 700 1- Drollinger Tanya Faculty of Management, University of Lethbridge, T1K3M4, Lethbridge, AB, Canada aut NATIONALLICENCE 773 0- VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations Springer US; http://www.springer-ny.com 26/6(2015-12-01), 2694-2717 0957-8765 26:6<2694 2015 26 11266