Resumen

REIS MOURAO, Paulo. Do give looking at whom: Study on the project "Every man is my brother". Innovar [online]. 2013, vol.23, n.49, pp.131-140. ISSN 0121-5051.

This paper analyzes the gift phenomenon observing data from the Project "Every Man is my brother" (or Todo Homem é Meu Irmão). This Project has been supported by the Portuguese newspaper Jornal de Notícias for more than 30 years. This work evaluates which determinants influence the values given to each case. This work concluded that the number of weeks for exposing each case in the pages of the newspaper and the number of children supported by each beneficiary positively influence the values that were given to this beneficiary. Higher individual incomes and self-mobility negatively influence the values that were given. These results show that the gift phenomenon is rather complex and it is also influenced by the endogenous characteristics of each receiver.

Palabras clave : Gift; social marketing actions; systems of simultaneous equations.

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