Charity involvement and customer preference for charity brands

AMA Winter Educators' Conference Proceedings, 1995

This paper looks at two aspects of cause-related marketing (size of the corporate donation and size of the cause-related promotion), and examines the impact of these two variables on consumer perceptions and participation in a cause-related marketing promotion. Findings suggest that the smaller the corporate donation, the more likely it is that consumers will believe that the nonprofit organization is being exploited by the for-profit corporation. Also, consumers were more likely to find the product involved in the cause-related marketing program to be appealing when the corporate donation was larger.

Social Business, 2013

The purpose of the study was to examine the perceptions of a sample of charity volunteers of (i) the quality and (ii) the usefulness of the quantity of their charity's advertising. Design/Methodology/Approach A questionnaire was distributed to 161 volunteers working for a single charity in the South East of England, resulting in 111 replies. The questionnaire was designed to assess possible connections between the degree of favourability of a volunteer's perceptions of the charity's advertisements and the person's sense of identification with the organisation, pride in belonging, commitment, and intention to remain. Perceptions of advertising quality and of the appropriateness of advertising quantity were posited to depend in part on a volunteer's general attitude towards advertising by charities and the individual's receipt of internal communications designed to leverage themes and messages contained in the organisation's advertisements. A model was constructed that assumed specific mediating and moderating relationships and was tested using the method of partial least squares. Findings The results indicated that a volunteer's perceptions of (i) the goodness-offit between values and beliefs portrayed in a charity's advertisements and the values and beliefs of the volunteer and (ii) the effectiveness of the charity's *Correspondence details and a biography for the author are located at the end of the article.

Journal of Targeting, Measurement and Analysis for Marketing, 2005

activities were of 'high quality', and their levels of financial contribution to and intentions regarding the continuation of their support for the charity. British charitable organisations are heavily

International Journal of Business and Management, 2011

Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, and policy markers alike. This study developed a conceptual framework of donation behaviour with nation brand perceptions as a mediating variable between donation motives and donation behaviour. The framework proposes that people's perception of a nation's brand will have significant implications on the willingness and extent of contribution to a charitable cause associated with the nation. The brand image of charitable organisations is proposed to moderate the relationship between nation brand perception and donation behaviour. The study also proposed that integrated marketing communications will significantly affect the perception of nation brands and the brand image of the charitable organisations. The paper concludes by discussing the practical and theoretical implications of the study.

2001

1. Research genesis and history 13 1.6.2 Registered charity 1.6.3 Fundraising 23 1.6.4 Voluntary income 1.6.5 Marketing 25 1.7 Summary 26 2. Fundraising-the gap in the literature 2.1 47 2.10 Recent developments 48 2.11 Closing the fundraising literature gap? 50 2.12 Summary 51 3. Methodology 52 The choice of charities 3.6 The interviewees 3.7 Issues in interviewing elites 3.8 Issues of objectivity 3.9 The questionnaire for 1994 3.10 Approach to analysis 3.

2021

This study aims to fill the research gap on millennial’s purchase attitude toward charity product in Youth of Indonesia (YoI) brand shoes which is promoted through social media. The research objective is to understand how branding elements affect the purchase intention of YoI shoes by using quantitative research method. There were 222 millennial valid respondents who are living in Jakarta metropolitan area participated in this research. The five brand elements are used as independent variables; they are brand awareness, perceived quality, brand association, brand loyalty, and brand credibility. Based-on the multiple linear regression output, it reports that brand awareness, perceived quality, and brand association do not have significant impact toward the millennial’s purchase intention. However, the brand loyalty and brand credibility give positive significant impact. Among others, the brand credibility is the most important factor that influence the millennial’s purchase intention...

Journal of Marketing Management, 2021

ABSTRACT Many non-profit organisations (NPOs) deliver their services and mission through volunteers. Brand has been shown to be a powerful influence on the decision to volunteer. What was not known was the role that brand plays in volunteer choice between NPOs. Understanding this enables NPOs to be more effective at attracting the volunteers they need, particularly given limited budgets. Using Framework Analysis with a large qualitative sample, this paper contributes to that gap in knowledge. The research identifies three constructs driving volunteer choice of NPOs, sources of Brand Knowledge, level of Brand Engagement, and the behavioural process of choice, labelled Brand Discovery. Through exploring the relationship between these constructs, the study points to significant implications for NPOs for volunteer recruitment, importance of brand presence, and competitive set. The study makes several contributions to theory and practice. It extends volunteer motivation theory to examine non-profit brand choice. It builds on Symbolic Consumption Theory and Decision-Making Theory to define patterns of volunteer decision-making behaviour. It describes automatic, explicit, or considered decision-making despite high-involvement behaviour. As a result, the research calls for a new perspective on non-profit brands when seen through a volunteer lens, described as Business to Volunteer (B2V).

2011

There were different understandings of cause-related marketing in the past. It has been described as a form of horizontal cooperative sales promotion, a tie-in between corporate philanthropy and sales promotion, synonymous with corporate sponsorship of charitable causes, the initiation and funding of deserving causes, or as marketing activities that are characterized by an offer from the firm to contribute a

The aim of this study is to analyse the potential of a co-branding strategy in cause-related marketing campaigns, in contrast to most studies' underestimation of the role of brands involved in such programmes. In particular, the study applies assumptions confirmed in for-profit co-branding campaigns to the peculiar context of social-driven activities. The intent is to understand which brand is most important in consumers' minds to improve consumers' opinions and intentions to act on a causerelated product. The study consists of an experimental 2 (for-profit brand awareness: high; low) × 2 (non-profit brand awareness: high; low) between-subject design. The results highlight the central role played by the non-profit brand. The for-profit brand alone exerts no main effect on the dependent variables, whereas the non-profit brand shows a significant impact on purchase likelihood. Moreover, an interactive effect of both brands together affects consumers' attitudes and expected price. The findings shed light on the effectiveness of a co-branding strategy in cause-related marketing programmes and emphasise the advisability for non-profit brand marketers to understand the importance of building strong brands.

Journal of Business Research, 2012

This research examines the influence of nonprofit brand image and typicality on giving behaviors. To this end, the researchers create a scale to measure the brand image of charities. Four dimensions of nonprofit brands emerge in the new scale: usefulness, efficiency, affect and dynamism. Brand image explains up to 31% of intentions to give money and 24% of intentions to give time. The study also explores the role of typicality in giving behaviors. Typicality explains up to 29% of intentions to give money and 23% of intentions to give time. The theoretical contributions, in addition to the comprehensive scale, include the significant role that brand image and typicality play in affecting donation behaviors. The paper concludes with managerial implications and limitations of the study.

Many companies are linking themselves to worthwhile causes to exercise their social responsibility and build more positive images,. These days every product seems to be tied with some cause. Companies now sponsor dozens of cause-related campaigns each year. Many are backed by large budgets and a full complement of marketing activities.The findings indicate that consumer purchase intentions are influenced by the charity with cause-related marketing campaigns. Furthermore it was observed that the brand awareness and charity partially mediate the impact of CRM campaigns on consumer purchase intentions. An initial conceptualization was developed from mainstream literature to be validated through empirical research. The conceptualization was then tested with primary quantitative survey data collected from students studying in different colleges of Kashmir Division of state J&K. Correlation and regression analysis were used to test the key hypothesis derived from literature positioning brand awareness and charity mediating the relationship between CRM and consumer purchase intentions.

Journal of Business Research, vol 65, 5, 701 – 707, 2013

This research examines the influence of nonprofit brand image and typicality on giving behaviors. To this end, the researchers create a scale to measure the brand image of charities. Four dimensions of nonprofit brands emerge in the new scale: usefulness, efficiency, affect and dynamism. Brand image explains up to 31% of intentions to give money and 24% of intentions to give time. The study also explores the role of typicality in giving behaviors. Typicality explains up to 29% of intentions to give money and 23% of intentions to give time. The theoretical contributions, in addition to the comprehensive scale, include the significant role that brand image and typicality play in affecting donation behaviors. The paper concludes with managerial implications and limitations of the study.

International Journal of Nonprofit and Voluntary Sector Marketing, 2003

Her research interests centre on consumer behaviour, charity marketing and retailing. To date, her published work on charity marketing focuses on donor decision making, the competitive positioning of charities and the adoption of relationship and database marketing by fundraisers. Among the journals in which her work has been published are Psychology and Marketing, the European

Journal of Advances in Business Management, 2015

Over the years many organizations are doing activities for the improvement of the society, the corporate social responsibility has become one of the important aspects of the organization. Corporate's involvement in social well-being has given competitive advantage to the organization, although it all started for the betterment of the society but today it has become one of the strong Marketing strategies for the organization to improve reputation. This article examines the aspect of Corporate Social Responsibility i.e., cause related Marketing from the point of view of Corporate Philanthropy, the objective of the paper is to understand whether this concept is viewed as a part of corporate Philanthropy and does consumer believe that the cause associated with these campaign needs their attention. The study was carried out in the state of Punjab and Haryana, the sample was selected from the State, Central and Deemed Universities of both the states, the study is Descriptive in nature as it analyses the attitude of the respondents towards Cause Related Marketing. The Results show that the respondents do understand the concept of Cause Related marketing and also consider this as a part of Corporate Philanthropy. They also believe that the cause associated with the Product in these campaign are quite relevant to seek their attention. The article is divided into three section, section 1 has the introduction of the Cause related marketing, Section 2 has the Literature review Section-3 has Research Methodology and Section 4 has the results, findings and conclusions and future implications.

2000

Internal Marketing (IM) has been the subject of academic debate over two decades. The discussion has been theoretically biased; there is a gap in empirical research to illustrate and measure the roles and objectives of IM in practice. This study investigates IM within large UK registered charities and attempts to measure its success. This paper also addresses a shortcoming of previous empirical work by focusing on employees' perception of outcomes not just activities.