IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/vyid10.1007_s12208-020-00251-6.html
   My bibliography  Save this article

Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention

Author

Listed:
  • Leonilde Conceição Silva

    (FUCAPE Business School, Maranhão)

  • Emerson Wagner Mainardes

    (FUCAPE Business School, Maranhão
    FUCAPE Business School)

  • Arilda Magna Campagnaro Teixeira

    (FUCAPE Business School, Maranhão
    FUCAPE Business School)

  • Lindemberg Costa Júnior

    (Federal Institute of Maranhão - Advanced Campus Porto Franco/Brazil)

Abstract

This study aimed to verify the effects that the factors which constitute the brand orientation exert on the attitude toward charity and the donation intention. A model capable of indicating the relationship between the dimensions of brand orientation of Nonprofit Organizations (orchestration, interaction and affect) with the attitude toward charity and donation intention was developed. The target population is comprised of Brazilians who know about Nonprofit Organizations. A sample of 340 respondents was obtained. The proposed model was analyzed through Structural Equations Modeling (SEM) with partial least squares (PLS) measurement. The results support the hypothesis that the attitude toward charity has a significant influence on the intention of the Brazilians respondents to donate to Nonprofit Organizations and that the interaction dimension positively influences the attitude toward charity and the donation intention of these individuals, while the dimension of orchestration only influences the attitude towards charity, and the dimension affects only the donation intention.

Suggested Citation

  • Leonilde Conceição Silva & Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira & Lindemberg Costa Júnior, 0. "Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-21.
    • Handle: RePEc:spr:irpnmk:v::y::i::d:10.1007_s12208-020-00251-6
    DOI: 10.1007/s12208-020-00251-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-020-00251-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-020-00251-6?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 look for a different version below or search for a different version of it.

    Other versions of this item:

    References listed on IDEAS

    as
    1. Flávia D’albergaria Freitas & Victor Manoel Cunha de Almeida, 2017. "Theoretical Model of Engagement in the Context of Brand Communities," Brazilian Business Review, Fucape Business School, vol. 14(1), pages 86-107, January.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Dale Russell & Cristel Russell, 2010. "Here or there? Consumer reactions to corporate social responsibility initiatives: Egocentric tendencies and their moderators," Marketing Letters, Springer, vol. 21(1), pages 65-81, March.
    4. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    5. Yong Zhang & Chuling Lin & Jialing Yang, 2019. "Time or Money? The Influence of Warm and Competent Appeals on Donation Intentions," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    6. De Cannière, Marie Hélène & De Pelsmacker, Patrick & Geuens, Maggie, 2009. "Relationship Quality and the Theory of Planned Behavior models of behavioral intentions and purchase behavior," Journal of Business Research, Elsevier, vol. 62(1), pages 82-92, January.
    7. Géraldine Michel & Sophie Rieunier, 2012. "Nonprofit brand image and typicality influences on charitable giving," Post-Print halshs-01887007, HAL.
    8. Ewing, Michael T. & Napoli, Julie, 2005. "Developing and validating a multidimensional nonprofit brand orientation scale," Journal of Business Research, Elsevier, vol. 58(6), pages 841-853, June.
    9. Michel, Géraldine & Rieunier, Sophie, 2012. "Nonprofit brand image and typicality influences on charitable giving," Journal of Business Research, Elsevier, vol. 65(5), pages 701-707.
    10. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.
    11. Ivanete Schneider Hahn & Flavia Luciane Scherer & Kenny Basso & Marindia Brachak dos Santos, 2016. "Consumer Trust in and Emotional Response to Advertisements on Social Media and their Influence on Brand Evaluation," Brazilian Business Review, Fucape Business School, vol. 13(4), pages 49-71, July.
    12. Pramod Iyer & Arezoo Davari & Audhesh Paswan, 2018. "Determinants of brand performance: the role of internal branding," Journal of Brand Management, Palgrave Macmillan, vol. 25(3), pages 202-216, May.
    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. Alice Labban & Corinne Novell & Steven Bauer, 2023. "Examining the impact of mindsets on donation intentions to homelessness charities via parallel serial mediation," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 225-244, March.
    2. Renata Klafke & Claudia T. Picinin & Diego G. Chevarria, 2021. "Considerations Regarding Donation and Value Co-Creation in Times of COVID-19 Pandemic," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 22(4), pages 357-376, December.
    3. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    4. Daniel-Rareș Obadă & Dan-Cristian Dabija & Veronica Câmpian, 2024. "Predictors of social media users’ intention to donate online towards international NGOs in the fake news era," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-12, December.
    5. Walter Wymer, 2021. "Nonprofit marketing research: developing ideas for new studies," SN Business & Economics, Springer, vol. 1(7), pages 1-14, July.

    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. Lara Mendes Christ Bonella Sepulcri & Emerson Wagner Mainardes, 2023. "Elements that compose the non-profit BRAND orientation in an emerging country," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 85-123, March.
    2. He Tingting, 2021. "Comparing Money and Time Donation: What Do Experiments Tell Us?," Marketing of Scientific and Research Organizations, Sciendo, vol. 41(3), pages 65-94, September.
    3. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    4. Michaelidou, Nina & Micevski, Milena & Cadogan, John W., 2015. "An evaluation of nonprofit brand image: Towards a better conceptualization and measurement," Journal of Business Research, Elsevier, vol. 68(8), pages 1657-1666.
    5. Yuangao Chen & Ruyi Dai & Jianrong Yao & Yixiao Li, 2019. "Donate Time or Money? The Determinants of Donation Intention in Online Crowdfunding," Sustainability, MDPI, vol. 11(16), pages 1-21, August.
    6. Lefroy, Kathryn & Tsarenko, Yelena, 2014. "Dependence and effectiveness in the nonprofit-corporate alliance: The mediating effect of objectives achievement," Journal of Business Research, Elsevier, vol. 67(9), pages 1959-1966.
    7. Chen, Shih-Chih & Hung, Chung-Wen, 2016. "Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior," Technological Forecasting and Social Change, Elsevier, vol. 112(C), pages 155-163.
    8. Carroll, Ryall & Kachersky, Luke, 2019. "Service fundraising and the role of perceived donation efficacy in individual charitable giving," Journal of Business Research, Elsevier, vol. 99(C), pages 254-263.
    9. Fabio La Rosa & Sergio Paternostro & Francesca Bernini, 2023. "Corporate and regional governance antecedents of the Legality Rating of private Italian companies," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 27(1), pages 297-329, March.
    10. Nik Masdek Nik Rozana & Wong Kelly Kai Seng & Mohd Nawi Nolila & Sharifuddin Juwaidah & Wong Wang Li, 2023. "Antecedents of sustainable food waste management behaviour: Empirical evidence from urban households in Malaysia," Management & Marketing, Sciendo, vol. 18(1), pages 53-77, March.
    11. Queiroz, Maciel M. & Fosso Wamba, Samuel, 2019. "Blockchain adoption challenges in supply chain: An empirical investigation of the main drivers in India and the USA," International Journal of Information Management, Elsevier, vol. 46(C), pages 70-82.
    12. Wann-Yih Wu & Phan Thi Phu Quyen & Adriana A. Amaya Rivas, 2017. "How e-servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience," Information Systems and e-Business Management, Springer, vol. 15(3), pages 689-715, August.
    13. Yiming Shao & Zhugen Wang & Zhiwei Zhou & Haojing Chen & Yuanlong Cui & Zhenghuan Zhou, 2022. "Determinants Affecting Public Intention to Use Micro-Vertical Farming: A Survey Investigation," Sustainability, MDPI, vol. 14(15), pages 1-26, July.
    14. Ali B. Mahmoud & Dieu Hack-Polay & Nicholas Grigoriou & Iris Mohr & Leonora Fuxman, 2021. "A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Saharan Africa," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 526-544, September.
    15. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    16. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    17. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    18. Jabeen, Gul & Ahmad, Munir & Zhang, Qingyu, 2021. "Perceived critical factors affecting consumers’ intention to purchase renewable generation technologies: Rural-urban heterogeneity," Energy, Elsevier, vol. 218(C).
    19. Fatemeh Maleki & Seyed Mohsen Hosseini, 2020. "Charity donation intention via m-payment apps: donor-related, m-payment system-related, or charity brand-related factors, which one is overkill?," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 409-443, December.
    20. Chidera C. Ugwuanyi & Chukwunonso Oraedu & Chuka U. Ifediora & Ernest E. Izogo & Simplice A. Asongu & Ikechukwu J. Attamah, 2022. "Understanding drivers of self-service technologies (SSTs) satisfaction and marketing bottom lines: Evidence from Nigeria," Working Papers of the African Governance and Development Institute. 22/025, African Governance and Development Institute..

    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:spr:irpnmk:v::y::i::d:10.1007_s12208-020-00251-6. 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.