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

Author

Listed:
  • Leonilde Conceição Silva

    (FUCAPE Business School, Maranhão)

  • Emerson Wagner Mainardes

    (FUCAPE Business School, Maranhão
    FUCAPE Business School)

  • Arilda Magna Campagnaro Teixeira

    (FUCAPE Business School, Maranhão
    FUCAPE Business School)

  • Lindemberg Costa Júnior

    (Federal Institute of Maranhão - Advanced Campus Porto Franco/Brazil)

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.

Suggested Citation

  • Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 2020. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 353-373, September.
    • Handle: RePEc:spr:irpnmk:v:17:y:2020:i:3:d:10.1007_s12208-020-00251-6
    DOI: 10.1007/s12208-020-00251-6
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    Cited by:

    1. Alice Labban & Corinne Novell & Steven Bauer, 2023. "Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 225-244, March.
    2. Renata Klafke & Claudia T. Picinin & Diego G. Chevarria, 2021. "Considerations Regarding Donation and Value Co-Creation in Times of COVID-19 Pandemic," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 357-376, December.
    3. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    4. Walter Wymer, 2021. "Nonprofit marketing research: developing ideas for new studies," SN Business & Economics, Springer, vol. 1(7), pages 1-14, July.

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