Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: III

                                
TABLE OF CONTENTS
Page
LIST OF TABLES......................................................................................................................... vi
LIST OF FIGURES ...................................................................................................................... vii
CH     A  PTER          1   IN   TRO       D  U   CTIO       N    ................................................................................................                            1
The      N  onprofit          Industry          Today        .........................................................................................                          2
Challenges             of Conceptualization                       ....................................................................................                         3
M   arketing          of N     onprofit          Organizations               ...........................................................................                       7
The      Proposed            Research....................................................................................................                                      10
M   anagerial           and     A   cadem        ic   Contributions ........................................................................                                   12
CHAPTER 2 LITERATURE REVIEW AND HYPOTHESES................................................... 13
Theory          of Planned            Behavior .........................................................................................                                     13
Perceived            Behavioral             Control...........................................................................                                19
A   ttitude       Tow      ard    the     Behavior ...........................................................................                                22
Subjective            N   orm    s..............................................................................................                             24
Theory          of Planned            Behavior            in   M    arketing         Research.....................................................                           28
Persuasive             Com      m   unications .........................................................................................                                    31
A   ttitude       Tow      ard    the     A  dvertisem           ent...................................................................                       33
Social        Legitim        ization        of the       M   inim     um     ..............................................................                   35
Elaboration              Likelihood             M   odel...........................................................................                            38
Planned          Behavior            and     Integrated            Theoretical             M   odels..................................................                       44
A   ttitudes        and     Behavior            in   N  onprofit Research..............................................................                                      48
CHAPTER                 3 METHODS                    AND         MEASUREMENT ................................................................54
M   anipulation             Testing         ....................................................................................................                             55
D   evelopm          ent of A        dvertisem          ents...................................................................................                             58
Evaluating             TPB       Constructs...........................................................................................                                       60
Dependent              M   easures........................................................................................................64
Independent               M   easures         and      Covariates.........................................................................                                  65
D   ata    Collection            and     A   nalysis.........................................................................................                                 66

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