Charity Brand Personality: The Relationship With Giving Behavior
dc.contributor.author | Sargeant, Adrian | |
dc.contributor.author | Ford, JB | |
dc.contributor.author | Hudson, J | |
dc.date.accessioned | 2016-05-26T11:45:22Z | |
dc.date.available | 2016-05-26T11:45:22Z | |
dc.date.issued | 2008-09-01 | |
dc.identifier.issn | 0899-7640 | |
dc.identifier.issn | 1552-7395 | |
dc.identifier.uri | http://hdl.handle.net/10026.1/4741 | |
dc.description.abstract |
<jats:p> 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. </jats:p> | |
dc.format.extent | 468-491 | |
dc.language | en | |
dc.language.iso | en | |
dc.publisher | SAGE Publications | |
dc.subject | nonprofit marketing | |
dc.subject | fundraising | |
dc.subject | branding | |
dc.subject | brand personality | |
dc.title | Charity Brand Personality: The Relationship With Giving Behavior | |
dc.type | journal-article | |
dc.type | Article | |
plymouth.author-url | https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000258445900005&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=11bb513d99f797142bcfeffcc58ea008 | |
plymouth.issue | 3 | |
plymouth.volume | 37 | |
plymouth.publication-status | Published | |
plymouth.journal | Nonprofit and Voluntary Sector Quarterly | |
dc.identifier.doi | 10.1177/0899764007310732 | |
plymouth.organisational-group | /Plymouth | |
plymouth.organisational-group | /Plymouth/Faculty of Arts, Humanities and Business | |
plymouth.organisational-group | /Plymouth/Faculty of Arts, Humanities and Business/Plymouth Business School | |
plymouth.organisational-group | /Plymouth/REF 2021 Researchers by UoA | |
plymouth.organisational-group | /Plymouth/REF 2021 Researchers by UoA/UoA17 Business and Management Studies | |
plymouth.organisational-group | /Plymouth/Users by role | |
plymouth.organisational-group | /Plymouth/Users by role/Academics | |
dc.identifier.eissn | 1552-7395 | |
dc.rights.embargoperiod | Not known | |
rioxxterms.versionofrecord | 10.1177/0899764007310732 | |
rioxxterms.licenseref.uri | http://www.rioxx.net/licenses/all-rights-reserved | |
rioxxterms.type | Journal Article/Review |