Fit in celebrity-charity alliances: when perceived celanthropy benefits nonprofit organisations

Jasmina Ilicic, Stacey Baxter

Research output: Contribution to journalArticleResearchpeer-review

10 Citations (Scopus)


This study investigates the effect of celebrity-charity co-branding fit on perceived celebrity philanthropy (celanthropy), attitude towards the celebrity and charity, as well as donation intention. We manipulate celebrity-charity functional fit through a 2 (celebrity: comedian vs athlete) x 2 (charity: comedy related vs sports related) factorial design whilst controlling for celebrity credibility (attractiveness, trustworthiness and expertise). Results show that a functional fit between the celebrity and charitable organisation encourages positive altruistic attributions in terms of perceptions of celebrity social responsibility, and egoistic attributions, with regards to celebrity and charity attitudes, and donation intention. Finally, results demonstrate that celebrity-charity fit (athlete (comedian) with sports related (comedy related) charity) can promote positive attitudes towards a celebrity and charity brand, as well as donation intention, with these relationships mediated by perceptions of celebrity social responsibility or philanthropy. Findings from this research are able to aid nonprofit organisations and celebrity brand managers in the creation of effective and persuasive co-branding alliances.
Original languageEnglish
Pages (from-to)200-208
Number of pages9
JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Issue number3
Publication statusPublished - Aug 2014
Externally publishedYes


  • Attitudes
  • Celebrity
  • Co-branding
  • Match-up
  • Philanthropy

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