Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/48303
Title: Eldercare charities : what drives young Singaporeans to donate to them?
Authors: Kang, Mun Yee.
Wong, Jing Lin.
Choo, Mason Shern Min.
Keywords: DRNTU::Business::Marketing::Social
Issue Date: 2012
Abstract: Our research study focuses on the salient factors that affect young Singaporeans’ propensity to donate to eldercare charities. These factors include their empathy towards elderly in need, the levels of transparency and trust they perceive towards the particular charity and also the brand equity of the charity. The main objective of our study is to investigate the relationships between each of these factors and young Singaporeans’ propensity to donate. Following our findings, we aim to provide managerial recommendations for local eldercare charities to attract more donations from young Singaporeans. Both qualitative and quantitative data were collected through surveys, interviews, pilot test and focus groups. Valuable and relevant insights from the perspectives of both charities and donors were then gathered. Managerial recommendations were developed with these analyses.
URI: http://hdl.handle.net/10356/48303
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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