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International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 3/2020

12.06.2020 | Original Article

Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention

verfasst von: Leonilde Conceição da Silva, Emerson Wagner Mainardes, Arilda Magna Campagnaro Teixeira, Lindemberg Costa Júnior

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 3/2020

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Abstract

This study aimed to verify the effects that the factors which constitute the brand orientation exert on the attitude toward charity and the donation intention. A model capable of indicating the relationship between the dimensions of brand orientation of Nonprofit Organizations (orchestration, interaction and affect) with the attitude toward charity and donation intention was developed. The target population is comprised of Brazilians who know about Nonprofit Organizations. A sample of 340 respondents was obtained. The proposed model was analyzed through Structural Equations Modeling (SEM) with partial least squares (PLS) measurement. The results support the hypothesis that the attitude toward charity has a significant influence on the intention of the Brazilians respondents to donate to Nonprofit Organizations and that the interaction dimension positively influences the attitude toward charity and the donation intention of these individuals, while the dimension of orchestration only influences the attitude towards charity, and the dimension affects only the donation intention.
Vorheriger Artikel Intensive WOM-behavior in the healthcare sector – the case of an Austrian hospital’s Facebook site
Nächster Artikel Content is king but context is queen: how involvement facilittes the impact of website

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Metadaten
Titel
Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention
verfasst von
Leonilde Conceição da Silva
Emerson Wagner Mainardes
Arilda Magna Campagnaro Teixeira
Lindemberg Costa Júnior
Publikationsdatum
12.06.2020
Verlag
Springer Berlin Heidelberg
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 3/2020
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-020-00251-6

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