Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention
| العنوان: | Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention |
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| المؤلفون: | Emerson Wagner Mainardes, Lindemberg Costa Júnior, Leonilde Conceição da Silva, Arilda Magna Campagnaro Teixeira |
| المصدر: | International Review on Public and Nonprofit Marketing. 17:353-373 |
| بيانات النشر: | Springer Science and Business Media LLC, 2020. |
| سنة النشر: | 2020 |
| مصطلحات موضوعية: | Marketing, Economics and Econometrics, 05 social sciences, Target population, Affect (psychology), 0506 political science, Orientation (mental), Donation, 0502 economics and business, 050602 political science & public administration, 050211 marketing, Orchestration (computing), Psychology, Social psychology |
| الوصف: | 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. |
| تدمد: | 1865-1992 1865-1984 |
| URL الوصول: | https://explore.openaire.eu/search/publication?articleId=doi_________::88aaed2ed615a7ef74eadda756a5336a https://doi.org/10.1007/s12208-020-00251-6 |
| حقوق: | CLOSED |
| رقم الأكسشن: | edsair.doi...........88aaed2ed615a7ef74eadda756a5336a |
| قاعدة البيانات: | OpenAIRE |
| تدمد: | 18651992 18651984 |
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