Understanding the role of gender identity in charitable giving—recruiting bone marrow donors

Purpose Imbedded in the gender schema theory, this paper aims to examine the socio‐cognitive impact of gender identity in nonprofit marketing communication, particularly in the recruitment of bone marrow donors. Design/methodology/approach This paper uses an experimental design (n = 132) to investig...

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Veröffentlicht in:	International journal of nonprofit and voluntary sector marketing 2023-02, Vol.28 (1), p.1-n/a
Hauptverfasser:	Dill, Katja, Soliman, Meikel
Format:	Artikel
Sprache:	eng
Schlagworte:	Bone marrow Communication donation Gender identity health communication Marketing policymakers
Online-Zugang:	Volltext
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