Charity involvement and customer preference for charity brands

Abstract

This paper presents the results of an empirical investigation into the factors which caused a sample of 220 consumers to prefer to purchase products supplied by charitable organisations under charity brand names. The relative influences of product involvement, certain variables known to encourage or discourage individuals to donate to charity, and a person's involvement with charitable giving of itself were examined together with items concerning self-image and the symbolic attractiveness of charity support. It emerged that product involvement exerted a significantly negative effect, and charity involvement a significantly positive effect on the desire to purchase charity brands and willingness to pay more for goods with an overt charity affiliation. Product involvement turned out to be a unidimensional construct and charity involvement a two-dimensional construct so far as this sample of respondents was concerned. Symbolic associations with charity giving had a powerful impact on the demand for charity brands.

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Correspondence to Roger Bennett.

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1Roger Bennett is a Reader in the Department of Business Studies at London Guildhall University. His main research interests are in the area of marketing communications, particularly in relation to the effectiveness of different forms of imagery in advertising campaigns. Roger's career has included periods in the mining and engineering industries and with a leading UK commercial bank. He is the author of many books and a large number of articles on various aspects of marketing and business management.

2Helen Gabriel is a Research Fellow at London Guildhall University. Following a career in the National Health Service, including several years as a Ward Sister at Ealing General Hospital, Helen completed a BA in Business Studies at London Guildhall University where she is currently employed on a number of research projects in the non-profit and voluntary sector fields.

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Bennett, R., Gabriel, H. Charity involvement and customer preference for charity brands. J Brand Manag 7, 49–66 (1999). https://doi.org/10.1057/bm.1999.39

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