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Nonprofit brand image and typicality influences on charitable giving

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  • Michel, Géraldine
  • Rieunier, Sophie

Abstract

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.

Suggested Citation

  • Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:5:p:701-707 DOI: 10.1016/j.jbusres.2011.04.002
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    References listed on IDEAS

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    Cited by:

    1. repec:eee:jbrese:v:80:y:2017:i:c:p:98-105 is not listed on IDEAS
    2. repec:spr:irpnmk:v:14:y:2017:i:3:d:10.1007_s12208-017-0177-z is not listed on IDEAS
    3. Lefroy, Kathryn & Tsarenko, Yelena, 2014. "Dependence and effectiveness in the nonprofit-corporate alliance: The mediating effect of objectives achievement," Journal of Business Research, Elsevier, vol. 67(9), pages 1959-1966.
    4. Emerson Wagner Mainardes & Rozélia Laurett & Nívea Coelho Pereira Degasperi & Sarah Venturim Lasso, 2016. "What motivates an individual to make donations of money and / or goods?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 13(1), pages 81-99, April.
    5. Michaelidou, Nina & Micevski, Milena & Cadogan, John W., 2015. "An evaluation of nonprofit brand image: Towards a better conceptualization and measurement," Journal of Business Research, Elsevier, vol. 68(8), pages 1657-1666.
    6. repec:kap:jbuset:v:145:y:2017:i:4:d:10.1007_s10551-016-3130-x is not listed on IDEAS

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