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Nonprofit brand image and typicality influences on charitable giving

  • Michel, Géraldine
  • Rieunier, Sophie
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    This research examines the influence of nonprofit brand image and typicality on giving behaviors. To this end, the researchers create a scale to measure the brand image of charities. Four dimensions of nonprofit brands emerge in the new scale: usefulness, efficiency, affect and dynamism. Brand image explains up to 31% of intentions to give money and 24% of intentions to give time. The study also explores the role of typicality in giving behaviors. Typicality explains up to 29% of intentions to give money and 23% of intentions to give time. The theoretical contributions, in addition to the comprehensive scale, include the significant role that brand image and typicality play in affecting donation behaviors. The paper concludes with managerial implications and limitations of the study.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311001123
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 5 ()
    Pages: 701-707

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:701-707
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. A. Sargeant & J. Hudson & D. C. West, 2008. "Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization," The Service Industries Journal, Taylor & Francis Journals, vol. 28(5), pages 615-632, June.
    2. Pracejus, John W. & Olsen, G. Douglas, 2004. "The role of brand/cause fit in the effectiveness of cause-related marketing campaigns," Journal of Business Research, Elsevier, vol. 57(6), pages 635-640, June.
    3. Merchant, Altaf & Ford, John B. & Sargeant, Adrian, 2010. "Charitable organizations' storytelling influence on donors' emotions and intentions," Journal of Business Research, Elsevier, vol. 63(7), pages 754-762, July.
    4. Sargeant, Adrian & Ford, John B. & West, Douglas C., 2006. "Perceptual determinants of nonprofit giving behavior," Journal of Business Research, Elsevier, vol. 59(2), pages 155-165, February.
    5. Wendy Liu & Jennifer Aaker, 2008. "The Happiness of Giving: The Time-Ask Effect," Journal of Consumer Research, University of Chicago Press, vol. 35(3), pages 543-557, 05.
    6. Ewing, Michael T. & Napoli, Julie, 2005. "Developing and validating a multidimensional nonprofit brand orientation scale," Journal of Business Research, Elsevier, vol. 58(6), pages 841-853, June.
    7. Dawar, Niraj & Anderson, Paul F., 1994. "The effects of order and direction on multiple brand extensions," Journal of Business Research, Elsevier, vol. 30(2), pages 119-129, June.
    8. Cermak, Dianne S. P. & File, Karen Maru & Prince, Russ Alan, 1994. "A benefit segmentation of the major donor market," Journal of Business Research, Elsevier, vol. 29(2), pages 121-130, February.
    9. Samu, Sridhar & Wymer, Walter, 2009. "The effect of fit and dominance in cause marketing communications," Journal of Business Research, Elsevier, vol. 62(4), pages 432-440, April.
    10. Liu, Wendy & Aaker, Jennifer L., 2008. "The Happiness of Giving: The Time-Ask Effect," Research Papers 1998, Stanford University, Graduate School of Business.
    11. Bennett, Roger & Sargeant, Adrian, 2005. "The nonprofit marketing landscape: guest editors' introduction to a special section," Journal of Business Research, Elsevier, vol. 58(6), pages 797-805, June.
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