Please use this identifier to cite or link to this item:
Title: Eldercare charities : what drives young Singaporeans to donate to them?
Authors: Choo, Mason Shern Min.
Kang, Mun Yee.
Wong, Jing Lin.
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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

Files in This Item:
File Description SizeFormat 
  Restricted Access
Entire Report3.69 MBAdobe PDFView/Open

Page view(s) 50

checked on Oct 25, 2020

Download(s) 50

checked on Oct 25, 2020

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.