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Journal of Business Ethics

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07-03-2015

The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives

Authors: Edlira Shehu, Jan U. Becker, Ann-Christin Langmaack, Michel Clement

Published in: Journal of Business Ethics | Issue 3/2016

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Abstract

The brand personality of nonprofit service organizations (NPO) is a focal cue for individuals engaging in pro-social behavior. However, the positive effect of brand personality on donors’ intention to engage pro-socially may be affected in cases in which NPOs provide monetary incentives to those donors. Relying on social exchange theory, the authors examine how monetary incentives and brand personality commonly affect the intention to donate and whether this effect varies based on the perceived trustworthiness of the NPO. The results of two experimental studies show that branding and incentivizing decisions should not be developed independently because monetary incentives do indeed undermine the positive effects of brand personality on the intention to donate. However, the effectiveness of incentives varies with the perceived level of trust in the NPO: highly trusted NPO services are harmed by monetary incentives, whereas less-trusted NPOs may even benefit.

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To use only realistic responses, we considered only potential blood donors and excluded 49 participants who were not allowed to donate blood due to medical conditions or age restrictions (<18 years; >71 years). Additionally, we excluded five participants because of their unrealistically fast processing time (<8 min; average: 17 min).

Similarly to Study 1, we excluded 196 participants (besides the 418 valid responses) who were not eligible to donate blood and 40 respondents who gave answers with low reliability.

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Title: The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives
Authors: Edlira Shehu
Jan U. Becker
Ann-Christin Langmaack
Michel Clement
Publication date: 07-03-2015
Publisher: Springer Netherlands
Published in: Journal of Business Ethics / Issue 3/2016
Print ISSN: 0167-4544
Electronic ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-015-2595-3

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