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The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction

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Abstract

Charity organizations represent an avenue for donors to express themselves by fulfilling their self-esteem and self-actualization needs. Thus, investigating the brand personality of charity organizations and its effect on donors’ responses is a worthwhile investigation that has received scant attention from marketing scholars. This research examines the effect of charity brand experience on charity brand personality, donor satisfaction, and donors' behavioral intentions. A survey was distributed to a sample of donors of five charity organizations in Alexandria, Egypt. The hypothesized relationships were examined using structural equation modeling. Findings generally supported the hypothesized relationships except for the direct effect of brand personality on intentions to re-donate. Academic and practical implications were also presented.

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Authors and Affiliations

  1. Faculty of Commerce, Alexandria University, Alexandria, Egypt

    Basant Hassan Ali & Omneya Mokhtar Yacout

  2. ESLSCA University, Giza, Egypt

    Nadia Elaref

  3. Alexandria University, Alexandria, Egypt

    Nadia Elaref

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  1. Basant Hassan Ali
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  2. Nadia Elaref
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  3. Omneya Mokhtar Yacout
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Correspondence to Basant Hassan Ali.

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Ali, B.H., Elaref, N. & Yacout, O.M. The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction. Int Rev Public Nonprofit Mark 20, 875–903 (2023). https://doi.org/10.1007/s12208-022-00356-0

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