Consumer Support for International Non-Profits in Emerging Market : The Role of Cosmopolitanism and Anthropomorphism | Dalman, M. Deniz
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Communication de conférence

Consumer Support for International Non-Profits in Emerging Market : The Role of Cosmopolitanism and Anthropomorphism

in 5th International GSOM Emerging Markets Conference, Saint Petersburg, Russia, October 4-6, 2018

Dalman, M. Deniz ; Ray, Subhasis ; GSOM Emerging Markets Conference. 5th, Saint Petersburg, Russia, October 4-6, 2018

Graduate School of Management, St. Petersburg University 2018

Emerging markets have seen tremendous growth in the non-profit sector and they offer excellent opportunities for international nonprofit organizations (NPO). However, international NPOs are not always welcomed in these countries and therefore, marketers need to understand how public perceptions are shaped. In this research, we show that cosmopolitanism impact the moral judgement of the (international) NPO positively. Moreover, results indicate that anthropomorphizing the NPO’s message elevates ... the moral judgments among consumers who score low on cosmopolitanism.

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