학술논문
The effect of charity brand experience on donors' behavioral intentions: The mediating role of charity brand personality and donors' satisfaction
Document Type
redif-article
Source
Springer;International Association of Public and Non-Profit Marketing, International Review on Public and Nonprofit Marketing. 20(4):875-903
Subject
Language
English
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.