IDEAS home Printed from https://ideas.repec.org/a/kap/jbuset/v138y2016i3d10.1007_s10551-015-2595-3.html
   My bibliography  Save this article

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

Author

Listed:
  • Edlira Shehu

    (University of Southern Denmark)

  • Jan U. Becker

    (Kühne Logistics University)

  • Ann-Christin Langmaack

    (University of Hamburg)

  • Michel Clement

    (University of Hamburg)

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.

Suggested Citation

  • Edlira Shehu & Jan U. Becker & Ann-Christin Langmaack & Michel Clement, 2016. "The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives," Journal of Business Ethics, Springer, vol. 138(3), pages 589-600, October.
    • Handle: RePEc:kap:jbuset:v:138:y:2016:i:3:d:10.1007_s10551-015-2595-3
    DOI: 10.1007/s10551-015-2595-3
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10551-015-2595-3
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s10551-015-2595-3?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gneezy, Uri & Rustichini, Aldo, 2000. "A Fine is a Price," The Journal of Legal Studies, University of Chicago Press, vol. 29(1), pages 1-17, January.
    2. Fehr, Ernst & Falk, Armin, 2002. "Psychological foundations of incentives," European Economic Review, Elsevier, vol. 46(4-5), pages 687-724, May.
    3. Uri Gneezy & Aldo Rustichini, 2000. "Pay Enough or Don't Pay at All," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 115(3), pages 791-810.
    4. Dan Ariely & Anat Bracha & Stephan Meier, 2009. "Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially," American Economic Review, American Economic Association, vol. 99(1), pages 544-555, March.
    5. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    6. Uri Gneezy & Stephan Meier & Pedro Rey-Biel, 2011. "When and Why Incentives (Don't) Work to Modify Behavior," Journal of Economic Perspectives, American Economic Association, vol. 25(4), pages 191-210, Fall.
    7. Karen Page Winterich & Yinlong Zhang, 2014. "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 274-293.
    8. Carl Mellström & Magnus Johannesson, 2008. "Crowding Out in Blood Donation: Was Titmuss Right?," Journal of the European Economic Association, MIT Press, vol. 6(4), pages 845-863, June.
    9. Ernst Fehr & John A. List, 2004. "The Hidden Costs and Returns of Incentives-Trust and Trustworthiness Among CEOs," Journal of the European Economic Association, MIT Press, vol. 2(5), pages 743-771, September.
    10. Andreoni, James, 1990. "Impure Altruism and Donations to Public Goods: A Theory of Warm-Glow Giving?," Economic Journal, Royal Economic Society, vol. 100(401), pages 464-477, June.
    11. Susan Rose-Ackerman, 1996. "Altruism, Nonprofits, and Economic Theory," Journal of Economic Literature, American Economic Association, vol. 34(2), pages 701-728, June.
    12. Michael Kosfeld & Armin Falk, 2006. "The Hidden Costs of Control," American Economic Review, American Economic Association, vol. 96(5), pages 1611-1630, December.
    13. Nicola Lacetera & Mario Macis & Robert Slonim, 2014. "Rewarding Volunteers: A Field Experiment," Management Science, INFORMS, vol. 60(5), pages 1107-1129, May.
    14. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Keval Amin & Erica Harris, 2022. "The Effect of Investor Sentiment on Nonprofit Donations," Journal of Business Ethics, Springer, vol. 175(2), pages 427-450, January.
    2. Abas Mirzaei & Cynthia M. Webster & Helen Siuki, 2021. "Exploring brand purpose dimensions for non-profit organizations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 186-198, March.
    3. Michael Chrissos Anestis & Ioanna Karantza & Costas Assimakopoulos & Sotirios Vlachakis, 2022. "Revitalizing the non-profit brand personality through brand experience and brand relationship dimensions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 555-574, September.
    4. Ling Zheng & Yunxia Zhu & Ruochen Jiang, 2019. "The Mediating Role of Moral Elevation in Cause-Related Marketing: A Moral Psychological Perspective," Journal of Business Ethics, Springer, vol. 156(2), pages 439-454, May.
    5. Quang-An Ha & Phuong Nhi Nguyen Pham & Long Hoang Le, 2022. "What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 835-859, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Goytom Abraha Kahsay & Workineh Asmare Kassie & Abebe Damte Beyene & Lars Gårn Hansen, 2017. "Do public works programs crowd-out pro-environmental behavior? Empirical evidence from food-for-work programs in Ethiopia," IFRO Working Paper 2017/13, University of Copenhagen, Department of Food and Resource Economics.
    2. Joan Costa-Font & Mireia Jofre-Bonet & Steven T. Yen, 2013. "Not All Incentives Wash Out the Warm Glow: The Case of Blood Donation Revisited," Kyklos, Wiley Blackwell, vol. 66(4), pages 529-551, November.
    3. Goette, Lorenz & Stutzer, Alois, 2020. "Blood donations and incentives: Evidence from a field experiment," Journal of Economic Behavior & Organization, Elsevier, vol. 170(C), pages 52-74.
    4. Boyer, Pierre C. & Dwenger, Nadja & Rincke, Johannes, 2016. "Do norms on contribution behavior affect intrinsic motivation? Field-experimental evidence from Germany," Journal of Public Economics, Elsevier, vol. 144(C), pages 140-153.
    5. Kahsay, Goytom Abraha & Kassie, Workineh Asmare & Beyene, Abebe Damte & Hansen, Lars Gårn, 2022. "Pro-environmental behavior under bundled environmental and poverty reduction goals: Empirical evidence from Ethiopia," Land Use Policy, Elsevier, vol. 112(C).
    6. Rode, Julian & Gómez-Baggethun, Erik & Krause, Torsten, 2015. "Motivation crowding by economic incentives in conservation policy: A review of the empirical evidence," Ecological Economics, Elsevier, vol. 117(C), pages 270-282.
    7. Joachim Fuenfgelt & Stefan Baumgaertner, 2012. "Regulation of morally responsible agents with motivation crowding," Working Paper Series in Economics 241, University of Lüneburg, Institute of Economics.
    8. Kirsten Bregn, 2013. "Detrimental Effects of Performance-Related Pay in the Public Sector? On the Need for a Broader Theoretical Perspective," Public Organization Review, Springer, vol. 13(1), pages 21-35, March.
    9. Dan Ariely & Anat Bracha & Stephan Meier, 2009. "Doing Good or Doing Well? Image Motivation and Monetary Incentives in Behaving Prosocially," American Economic Review, American Economic Association, vol. 99(1), pages 544-555, March.
    10. Dolan, Paul & Galizzi, Matteo M. & Navarro-Martinez, Daniel, 2015. "Paying people to eat or not to eat? Carryover effects of monetary incentives on eating behaviour," Social Science & Medicine, Elsevier, vol. 133(C), pages 153-158.
    11. Dolan, Paul & Galizzi, Matteo M., 2015. "Like ripples on a pond: Behavioral spillovers and their implications for research and policy," Journal of Economic Psychology, Elsevier, vol. 47(C), pages 1-16.
    12. Samuel Bowles & Sandra Polania-Reyes, 2012. "Economic Incentives and Social Preferences: Substitutes or Complements?," Journal of Economic Literature, American Economic Association, vol. 50(2), pages 368-425, June.
    13. Samuel Bowles & Sandra Polanía Reyes, 2009. "Economic Incentives and Social Preferences: A Preference-based Lucas Critique of Public Policy," CESifo Working Paper Series 2734, CESifo.
    14. Samuel Bowles & Sandra Polania-Reyes, 2011. "Economic incentives and social preferences: substitutes or complements?," Department of Economics University of Siena 617, Department of Economics, University of Siena.
    15. Tanjim Hossain & King King Li, 2014. "Crowding Out in the Labor Market: A Prosocial Setting Is Necessary," Management Science, INFORMS, vol. 60(5), pages 1148-1160, May.
    16. Kajackaite, Agne & Werner, Peter, 2015. "The incentive effects of performance requirements – A real effort experiment," Journal of Economic Psychology, Elsevier, vol. 49(C), pages 84-94.
    17. Leipnitz, Sigrun & de Vries, Martha & Clement, Michel & Mazar, Nina, 2018. "Providing health checks as incentives to retain blood donors — Evidence from two field experiments," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 628-640.
    18. Christine L. Exley & Stephen J. Terry, 2015. "Wage Elasticities in Working and Volunteering: The Role of Reference Points in a Laboratory Study," Harvard Business School Working Papers 16-062, Harvard Business School, revised Jun 2017.
    19. Huber, Laura Rosendahl & Sloof, Randolph & Van Praag, Mirjam, 2017. "The effect of incentives on sustainable behavior: evidence from a field experiment," Labour Economics, Elsevier, vol. 45(C), pages 92-106.
    20. Calabuig, Vicente & Fatas, Enrique & Olcina, Gonzalo & Rodriguez-Lara, Ismael, 2016. "Carry a big stick, or no stick at all," Journal of Economic Psychology, Elsevier, vol. 57(C), pages 153-171.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:jbuset:v:138:y:2016:i:3:d:10.1007_s10551-015-2595-3. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.