Compare And Contrast Cornwell And Coote

Background/ Study Objectives T. Bettina Cornwell and Leonard V. Coote examine the effectiveness of corporate sponsorship of a cause. They researched and extensive about of information on whether or not sponsorships work and if so, what is the best method to use in order to increase the potential of effectiveness. They hypothesizes that “The development of organizational identification with the NPO influences subsequent purchases from sponsors who support it.” In order to test put this hypothesis, the authors factored in organizational prestige, race years of participation, primary motivation for participation, and events participated in annually. Cornwell and Coote tested their hypothesis at a nonprofit event for breast cancer survivors.
Methodology/ Results
Cornwell and Coote collected data from over 12,000 participants and 70
Covariances (organizational prestige, race years of participation, primary motivation for participation, and events participated in annually) were used as input to show the standard estimate of effect on organization identification. They used composite variables were created to represent these variables in the subsequent regression models. The regression models were used to test the hypothesis. As a result they found that the effects organizational prestige on organizational identification is positive and significant. Race years of participation also have a positive and significant effect on organizational identification. The effect of primary motivation on organizational identification is positive and significant. In conclusion, it seemed that organizational prestige is the most important predictor of identification with a Nonprofit Organization. These results came from Model 1 of the