Work

Charity Brand Personality: The Relationship With Giving Behavior

Year: 2007

Type: article

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 behavior. The authors report the results of a large-scale postal survey of donors to nine national nonprofits and conclude that traits associated with benevolence, progression, and conservatism are incapable of distinguishing between the study's participating brands. Traits associated with emotional engagement, service, voice, and tradition are capable of serving as the basis for differentiation and are also linked to facets of individual giving behavior.

Source: Nonprofit and Voluntary Sector Quarterly

DOI: 10.1177/0899764007310732

Authors: Adrian Sargeant, John B. Ford, Jane Hudson

Institutions: Indiana University, Old Dominion University, University of the West of England

Language: English

Topic: Nonprofit Sector and Volunteering

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1978372968

FWCI: 5.611

Cites: 68

Cited by: 107

Related to: 10