Reimagining Charity: Kiva’S Ideology of Entrepreneurial Charity

I attempt to tease out the imaginary conceptions that make lending through Kiva, an emergent microfinance charity, meaningful to its creators and supporters. A combination of interpretive methods (analysis of consumer narratives, brand genealogy) is used to outline and dissect Kiva’s innovative ideology of entrepreneurial charity.


Domen Bajde (2011) ,"Reimagining Charity: Kiva’S Ideology of Entrepreneurial Charity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 489-490.


Domen Bajde, University of Ljubljana, Slovenia


NA - Advances in Consumer Research Volume 39 | 2011

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