Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities

In times of crises and subsiding government support, choosing the most effective advertising message appeal in motivating donation behavior is fundamental to charity success. This study investigates relative effectiveness popular culture celebrities (PCC) religious (RC) as two appeals intentions intended for a ‘child suffering’ campaign among Kuwaiti donors. The were presented alternated order sample 385 potential donors data was used test conceptual model using MANOVA, CFA Structural Equation Modeling. results showed that type emotions evoked (negative positive), emotional intensity (strong/weak) differed between ad appeals. Intensely emotion positively associated with favorability, latter also found be an antecedent intentions. Conclusions practical implications are discussed.