Exploring the dimensions of NGO donor‐based brand equity: A literature review
MJR Romero, C Abril - Nonprofit Management and Leadership, 2023 - Wiley Online Library
The increasing participation of nongovernmental organizations (NGOs) in addressing
developmental issues has resulted in a surge of NGOs globally and, consequently …
developmental issues has resulted in a surge of NGOs globally and, consequently …
Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity
S Thomas, A Jadeja - Journal of Retailing and Consumer Services, 2021 - Elsevier
Cause-related marketing (CRM) refers to charitable donation contingent on consumer
purchase of a product by supporting a specific cause that is linked to a non-profit …
purchase of a product by supporting a specific cause that is linked to a non-profit …
Insights on NGO brand equity: a donor-based brand equity model
Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide
has led to increased competition for donations. A stronger NGO brand equity will make …
has led to increased competition for donations. A stronger NGO brand equity will make …
What facilitate people to do charity? The impact of brand anthropomorphism, brand familiarity and brand trust on charity support intention
Nonprofit organizations have gradually embraced the brand-oriented approach to deliver
value for their stakeholders. The anthropomorphism of nonprofit brands is a promising …
value for their stakeholders. The anthropomorphism of nonprofit brands is a promising …
Impact of skepticism on CRM luxury campaign participation intention of Generation Z
Purpose This study examines the influence of consumer skepticism on cause-related
marketing (CRM) campaign participation intentions of Generation Z consumers from …
marketing (CRM) campaign participation intentions of Generation Z consumers from …
Private-label grocery buyers' donation intentions and trust in CRM campaigns: an empirical analysis by employing social identity theory
Purpose Businesses embark on corporate social responsibility initiatives such as cause-
related marketing (CRM) as a strategy to enhance behavioural intentions. This study was …
related marketing (CRM) as a strategy to enhance behavioural intentions. This study was …
What about NPOs? Identifying factors in the intention to donate: the role of brand identification and past behavior
In this study, the factors that determine the intentions of individuals to donate to nonprofit
organizations (NPOs) were analyzed. Based on an extensive review of the academic …
organizations (NPOs) were analyzed. Based on an extensive review of the academic …
Who donates on line? Segmentation analysis and marketing strategies based on machine learning for online charitable donations in Taiwan
The reduction in government support and the rapid growth in the number of nonprofit
organizations have made them face fierce competition for charitable donations. Identifying …
organizations have made them face fierce competition for charitable donations. Identifying …
How brand familiarity influences advertising effectiveness of non-profit organizations
J García-Madariaga, P Simón Sandoval… - International Review on …, 2024 - Springer
Abstract Non-Profit Organizations (NPOs) find themselves in a very competitive environment,
as everyday consumers are constantly exposed to numerous advertisements; thus, they …
as everyday consumers are constantly exposed to numerous advertisements; thus, they …
Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions
A sample of young adults were surveyed to test the influence of brand familiarity and brand
remarkability on a charity fundraising appeal's audience outcomes. The mediation effect of …
remarkability on a charity fundraising appeal's audience outcomes. The mediation effect of …