Charity brand personality: The relationship with giving behavior

Sargeant, Adrian; Ford, John B.; Hudson, Jane

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. © 2008 Association for Research on Nonprofit Organizations and Voluntary Action.

Citation

Ford, J. B., Sargeant, A., & Hudson, J. (2008). Charity brand personality: The relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, 37(3), 468-491. https://doi.org/10.1177/0899764007310732

• Journal Article Type: Article
• Publication Date: Sep 1, 2008
• Journal: Nonprofit and Voluntary Sector Quarterly
• Print ISSN: 0899-7640
• Publisher: SAGE Publications
• Peer Reviewed: Peer Reviewed
• Volume: 37
• Issue: 3
• Pages: 468-491
• DOI: https://doi.org/10.1177/0899764007310732
• Keywords: nonprofit marketing, branding, fundraising, charity
• Public URL: https://uwe-repository.worktribe.com/output/1009651
• Publisher URL: http://dx.doi.org/10.1177/0899764007310732
• Related Public URLs: http://nvs.sagepub.com/content/37/3/468.abstract