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International Review on Public and Nonprofit Marketing

17.05.2024 | Original Article

Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

verfasst von: Walter Wymer, Omneya Mokhtar Yacout

Erschienen in: International Review on Public and Nonprofit Marketing

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Abstract

A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.

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Titel: Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions
verfasst von: Walter Wymer
Omneya Mokhtar Yacout
Publikationsdatum: 17.05.2024
Verlag: Springer Berlin Heidelberg
Erschienen in: International Review on Public and Nonprofit Marketing
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI: https://doi.org/10.1007/s12208-024-00407-8