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The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction

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  • Basant Hassan Ali

    (Alexandria University)

  • Nadia Elaref

    (ESLSCA University
    Alexandria University)

  • Omneya Mokhtar Yacout

    (Alexandria University)

Abstract

Charity organizations represent an avenue for donors to express themselves by fulfilling their self-esteem and self-actualization needs. Thus, investigating the brand personality of charity organizations and its effect on donors’ responses is a worthwhile investigation that has received scant attention from marketing scholars. This research examines the effect of charity brand experience on charity brand personality, donor satisfaction, and donors' behavioral intentions. A survey was distributed to a sample of donors of five charity organizations in Alexandria, Egypt. The hypothesized relationships were examined using structural equation modeling. Findings generally supported the hypothesized relationships except for the direct effect of brand personality on intentions to re-donate. Academic and practical implications were also presented.

Suggested Citation

  • Basant Hassan Ali & Nadia Elaref & Omneya Mokhtar Yacout, 2023. "The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(4), pages 875-903, December.
    • Handle: RePEc:spr:irpnmk:v:20:y:2023:i:4:d:10.1007_s12208-022-00356-0
    DOI: 10.1007/s12208-022-00356-0
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