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Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization

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  • A. Sargeant
  • J. Hudson
  • D. C. West

Abstract

Charity brands have been found to assist income generation by enhancing donor understanding of an organization and what it stands for. Despite an increasing interest in this topic few studies have addressed the dimensions of such brands and sought to explore the link (if any) with donor behaviour. In this paper, we focus on the personality traits of non-profit brands and begin by exploring how these may be structured. Reporting the findings of a series of nine focus groups, we conclude that dimensions of personality apply at the sector, causal and organizational levels and that the perception of specific categories of trait may be linked to individual giving behaviour.

Suggested Citation

  • A. Sargeant & J. Hudson & D. C. West, 2008. "Conceptualizing brand values in the charity sector: the relationship between sector, cause and organization," The Service Industries Journal, Taylor & Francis Journals, vol. 28(5), pages 615-632, June.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:5:p:615-632
    DOI: 10.1080/02642060801988142
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    Cited by:

    1. Vignesh Yoganathan & Fraser McLeay & Victoria-Sophie Osburg & David Hart, 2018. "The Core Value Compass: visually evaluating the goodness of brands that do good," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 68-83, January.
    2. Tomasz Dyczkowski, 2016. "Applying Text Mining to Analyze the Performance of PBOs on the Basis of Their Obligatory Annual Activity Statements (Analiza dokonan OPP prezentowanych w ich rocznych obligatoryjnych sprawozdaniach z ," Problemy Zarzadzania, University of Warsaw, Faculty of Management, vol. 14(63), pages 123-138.
    3. Edlira Shehu & Jan U. Becker & Ann-Christin Langmaack & Michel Clement, 2016. "The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives," Journal of Business Ethics, Springer, vol. 138(3), pages 589-600, October.
    4. Jesús García-Madariaga & Pamela Simón Sandoval & Ingrit Moya Burgos, 2024. "How brand familiarity influences advertising effectiveness of non-profit organizations," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(2), pages 279-293, June.
    5. 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.
    6. Miller, Dale & Merrilees, Bill, 2013. "Rebuilding community corporate brands: A total stakeholder involvement approach," Journal of Business Research, Elsevier, vol. 66(2), pages 172-179.
    7. Abas Mirzaei & Cynthia M. Webster & Helen Siuki, 2021. "Exploring brand purpose dimensions for non-profit organizations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 186-198, March.
    8. Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Personality Traits on Small Charitable Donations: The Role of Altruism and Attitude towards an Advertisement," Societies, MDPI, vol. 13(6), pages 1-17, June.
    9. Liao, Shuling & Chou, Cindy Yunhsin & Lin, Tzu-Han, 2015. "Adverse behavioral and relational consequences of service innovation failure," Journal of Business Research, Elsevier, vol. 68(4), pages 834-839.
    10. Enrique Carlos Bianchi & Gaspar Gracia Daponte & Leticia Pirard, 2021. "The impact of cause-related marketing campaigns on the reputation of corporations and NGOs," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(2), pages 187-205, June.

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