Abstract
A better understanding of donation behavior is vital for all nonprofit organizations that depend on public generosity for survival. For some, public donations represent more than 50% of their operating budgets. In order to more clearly explain donation behaviors, marketing researchers have identified three key factors. First, there are variables linked to individual characteristics: socio-demographic factors (Bennett 2003; Grande and Vavra 1999; Kottasz 2004; Van Slike and Brooks 2005), personality variables (Eveland and Crutchefield 2004), personal values (Grande and Vavra 1999; Sargeant and Hilton 2005) and motivations (Mathur 1996). Secondly, there are variables linked to the stimulus used to solicit donations (Sargeant 1999; Sargeant and Jay 2004) and emotional states such as fear or guilt generated by the stimulus (Lindsey 2005 and 2007; Richardson and Chapman 2005). Finally, there are variables linked to perceptions of the association: brand image (Bennett and Gabriel 2003), reputation (Bennett and Gabriel 2003) and brand personality (Venable et al. 2005; Sargeant et al. 2008). Names of nonprofit organizations, as a form of identification, serve as a signpost for donors, function as a guarantee and can play a significant role in the decision-making process behind charitable giving. However, it is interesting to determine the dimensions of the brand image which have the most impact on giver behavior. Consequently, this study aims to develop a specific scale of charities’ brand image and test the influence of nonprofit image on intention to take part in the organization (intention to volunteer, donate money, buy fundraising products).
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Keywords
- Emotional State
- Muscular Dystrophy
- Nonprofit Organization
- Personality Variable
- Communication Professional
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Michel, G., Rieunier, S. (2015). Nonprofit Brands: The Importance of Brand Image in Charitable Giving. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_14
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DOI: https://doi.org/10.1007/978-3-319-10864-3_14
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