Charity brand personality: the relationship with giving behavior

Hudson, J. (2008) Charity brand personality: the relationship with giving behavior. Nonprofit and Voluntary Sector Quarterly, 37 (3). pp. 468-491. ISSN 0899-7640 Available from:

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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.

Item Type:Article
Uncontrolled Keywords:nonprofit marketing, branding, fundraising, charity
Faculty/Department:Faculty of Business and Law > Department of Business Management
ID Code:11871
Deposited By: Dr J. Hudson
Deposited On:14 Dec 2010 14:26
Last Modified:07 Nov 2016 01:26

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