Eldercare charities : what drives young Singaporeans to donate to them?

• Main Authors: Choo, Mason Shern Min., Kang, Mun Yee., Wong, Jing Lin.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2012
• Subjects: DRNTU::Business::Marketing::Social
• Online Access: http://hdl.handle.net/10356/48391
• Institution: Nanyang Technological University

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 t...