The Role of Brand Personality in Charitable Giving: An Assessment and Validation

Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit context. According to social exchange theory and tr...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2005-07, Vol.33 (3), p.295-312
Main Author: Venable, B. T.
Format: Article
Language:English
Subjects:
Beneficiaries
Brand image
Business to business commerce
Consumers
Donations
Humanitarianism
Market strategy
Marketing
Nonprofit organizations
Social exchange theory
Statistical analysis
Studies
Trends
Trust
Volunteers
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Summary:Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit context. According to social exchange theory and trust, the authors argue that nonprofit stake-holders perceive nonprofit organizations at an abstract level because of the organization's intangibility and social ideals. This study develops and refines a parsimonious measure of brand personality specifically for the nonprofit context. The authors conduct a series of six multimethod studies of nonprofit stakeholders to validate the role of brand personality in nonprofit organizations. The results yield four dimensions of brand personality for nonprofits: integrity, nurturance, sophistication, and ruggedness. Thus, current and potential donors ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the organization's personality. Finally, nonprofit brand personality may influence potential donors' likelihood to contribute. [PUBLICATION ABSTRACT]
ISSN:0092-0703
1552-7824
DOI:10.1177/0092070305276147