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Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement

Author

Listed:
  • Adnan Zogaj

    (University of Freiburg)

  • Dieter K. Tscheulin

    (University of Freiburg)

  • Jörg Lindenmeier

    (University of Freiburg)

  • Stephan Olk

    (University of Freiburg)

Abstract

Nonprofit organizations need loyal donors to accomplish their mission and goals. However, organizations lose up to 60% of their first-time donors. Therefore, a deeper understanding of the determinants of donor loyalty is necessary. This study tests whether actual self-congruence, ideal self-congruence, and functional congruence strengthen the tie between nonprofit organizations and donors. In addition, and as an extension of the self-congruence theory, issue involvement is added as a moderator variable. The study results show that ideal self-congruence and functional congruence have a positive effect on donor loyalty, while actual self-congruence does not affect donor loyalty. Moreover, the study results show that issue involvement strengthens (mitigates) the effect of actual self-congruence (ideal self-congruence) on donor loyalty. Regarding the relationship between functional congruence and donor loyalty, issue involvement has no moderating effect. Based on the empirical findings, this study discusses academic implications and presents managerial implications for fundraisers and nonprofit organizations.

Suggested Citation

  • Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    • Handle: RePEc:spr:jbecon:v:91:y:2021:i:3:d:10.1007_s11573-020-01006-9
    DOI: 10.1007/s11573-020-01006-9
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    Cited by:

    1. Minguez, Ana & Javier Sese, F., 2022. "Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits," Journal of Business Research, Elsevier, vol. 148(C), pages 356-367.
    2. Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    3. Shahid Rasool & Roberto Cerchione & Piera Centobelli & Eugenio Oropallo, 2022. "Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7115-7137, May.
    4. Britta Butz & Christine Harbring, 2022. "Tipping for charity: a field experiment in charitable giving on free walking tours," Journal of Business Economics, Springer, vol. 92(5), pages 781-808, July.
    5. Zogaj, Adnan & Mähner, Philipp M. & Yang, Linyu & Tscheulin, Dieter K., 2023. "It’s a Match! The effects of chatbot anthropomorphization and chatbot gender on consumer behavior," Journal of Business Research, Elsevier, vol. 155(PA).

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    More about this item

    Keywords

    Actual self-congruence; Ideal self-congruence; Functional congruence; Donor loyalty; Issue involvement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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