The effects of nonprofit brand equity on individual giving intention: mediating by the self‐concept of individual donor

• Currently nonprofit organizations have to rely more on individual donors and less on the government for funding. Therefore, understanding the individual donor from the perspective of nonprofit has been of increasing interest to nonprofit marketers. In this research, the effects of nonprofit organizational brand equity and individual self‐concept on individual giving intention were studied by using survey to selected 393 valid respondents in China. The empirical results indicated that, (1) the three dimensions brand personality, brand image, and brand awareness of the nonprofit organization has positive direct impact on individual giving intention; (2) brand personality and brand awareness of the nonprofit organization has positive direct impact on the self‐concept of individual donor; (3) the self‐concept of individual donor has positive direct impact on individual giving intention; and (4) the self‐concept of individual donor mediates significantly the relationships between brand personality, brand awareness, and individual giving intention, while not significantly between brand image and individual giving intention.

Copyright © 2009 John Wiley & Sons, Ltd.     

A model of antecedents of consumers' post brand attitude upon exposure to a cause–brand alliance

• A cause–brand alliance is a type of cause‐related marketing campaign in which the brand supports a cause in response to a consumer purchasing a product associated with the brand. Using the meaning transfer, attribution, and schema theories, the researchers developed a model and hypotheses addressing structural relationships among key antecedents of brand attitude change upon encountering a cause–brand alliance. The model and the hypotheses were tested in the context of hypothetical cause–brand alliance scenarios. Findings indicate cause–brand alliance attitude as a strong direct predictor of post brand attitude, whereas cause involvement, perceived brand motivations, and prior brand attitude indirectly predict post brand attitude through their effects on cause–brand alliance attitude. Cause–brand fit also indirectly predicts cause–brand alliance attitude via perceived brand motivations. Managerial and theoretical implications are discussed.

Copyright © 2012 John Wiley & Sons, Ltd.     

The efficacy of anti‐smoking advertisements: the role of source,message, and individual characteristics

• This research investigates the effects of direct and indirect sources of anti‐smoking messages. Specifically, it examines the direct influence of advertised messages and the indirect effect of the subsequent discussion.
• Two studies examine the role of: (i) Source characteristics (i.e., messages disseminated through mass media and subsequently via discussion by friends or strangers); (ii) Message characteristics (i.e., messages that induce either low or high fear); (iii) Individual characteristics (i.e., gender based differences within the target audience) in attitude formation towards smokers, the act of smoking, propensity to smoke, and the likelihood of being influenced.
• Message efficacy is found to vary by gender, type of ad appeal, as well as group membership of ad discussants. Implications for design of anti‐smoking campaigns are derived.

Copyright © 2007 John Wiley & Sons, Ltd.     

The influence of cause marketing associations on product and cause brand value

• The purpose of the study presented in this paper is to add to our understanding of the added value, both monetary and non‐monetary, to a brand when supporting a cause in a cause marketing ad. The findings show that consumers do not perceive the brand to be worth more if it was shown to be supporting a cause. The study also failed to show a significant improvement in consumer brand attitudes for brands featured in cause marketing ads. However, there was an attitude improvement for the cause. Product type and consumer dispositional variables were also examined.
• In summary, this study calls into question the value brands derive from being paired with a cause. This study discusses productive areas of future research and managerial implications.

Copyright © 2008 John Wiley & Sons, Ltd.     

Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect

• There is growing interest in the trend towards co‐branding alliances between non‐profit and commercial entities,which are undertaken by these organisations to transfer associations and affect between each brand partner. Certainly, it makes sense that commercial entities want to gain more from their brands and that non‐profits want secured funding, however, in the same way that the joining of two brands can be beneficial, it can also bring with it major risks when the brand alliance is not well received and evaluations of the alliance are not favourable.
• This research supports the notion that both commercial entities and non‐profit organisations can benefit from a branding alliance, however, an understanding of how these brand alliances are evaluated is important. This research investigates evaluations of brand alliances and the resulting spillover effects for original brand partners that result from brand alliances.
• This research provides empirical support relating to reactions to brand alliances between a non‐profit organisation and a commercial business in terms of how original brand attitudes, familiarity of original brands and perceived brand fit impact on evaluations. While collaboration is important and has potential benefits for each partner—they rest on partner selection and fit between alliance partners. Managerial implications and future research directions are also provided.

Copyright © 2006 John Wiley & Sons, Ltd.     

Individual characteristics and the arousal of mixed emotions: consequences for the effectiveness of charity fundraising advertisements

• Charities that deal with emotionally upsetting issues (severe physical disfigurement, cruelty to animals, etc.) frequently include in their fundraising materials images and messages with the potential to cause substantial psychological distress to some members of the public. Often, the materials presented arouse mixed positive and negative emotions within viewers. This study examined the influences of a number of potential antecedents of the stimulation of mixed emotions among individuals confronted with highly emotional charity fundraising advertisements. The research sought to identify the type of person most likely to experience mixed emotions when observing an emotional charity advertisement, the specific kinds of emotion felt most deeply by individuals with various characteristics, and the consequences of mixed emotions for a person's attitude towards the advertisement and for the individual's behavioural intention vis‐à‐vis future donations. Three made‐up charity advertisements were presented to a sample of 771 respondents. A model was constructed to predict the participants' emotional reactions to the advertisements and was estimated, the results suggesting that mixed emotions represented an important determinant of both attitude towards the advertisement and the sample members' behavioural intention.

Copyright © 2014 John Wiley & Sons, Ltd.     

How international nonprofits build brand equity

This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include:

• A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits.
• A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach.
• A series of specific managerial recommendations, for building nonprofit brand equity.

Copyright © 2008 John Wiley & Sons, Ltd.     

The role of credibility in shaping attitudes toward nonprofit websites

• The study examines the factors that impact the perceptions of consumers when visiting a nonprofit website. Measures of online communications effectiveness in the for‐profit environment are applied to the nonprofit world.
• Consumer reactions to two major nonprofit websites provide insight into the relationship between website credibility and attitude toward the site.
• The study points to the importance of several credibility measures (particularly those related to site design) that are significantly related to attitude toward the site.

Copyright © 2006 John Wiley & Sons, Ltd.     

How great thy brand: the impact of church branding on perceived benefits

• There are mixed opinions in the literature in regards of the appropriateness, relevance and significance of church branding in the context of church participation. This pilot study applied the ‘perceived brand orientation’ (PBO) construct in church context and examines its impact on perceived benefits among regular church goers of one Pentecostal denomination and non‐regular church goers. The results indicate that PBO is significantly related to perceived spiritual, social and purpose‐in‐life benefits in both sample groups. A multigroup analysis also found that PBO has a stronger effect on perceived benefits among non‐regular church goers. This study highlights the importance of being brand‐oriented to attract members' participation. Relevant implications for church leaders and managers of nonprofit organizations are also identified.

Copyright © 2013 John Wiley & Sons, Ltd.     

Exploring the link between cause‐related marketing and brand building

The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications     

Sensation seekers and civic participation: exploring the influence of sensation seeking and gender on intention to lead and volunteer

• Approximately 1100 extreme sports participants were surveyed to identify the relationship between sensation seeking and gender on current civic participation, motivation for volunteer involvement, intention to participate in the future, and a preference for leadership.
• Sensation seeking was not helpful in identifying current civic involvement. However, sensation seekers reported a significant desire to work with activist and reform‐oriented organizations.
• Females reported a significantly higher level of motivation for civic participation than males as well as a greater intention to volunteer in the future.
• Both male and female sensation seekers reported a preference for a leadership role.

Copyright © 2007 John Wiley & Sons, Ltd.     

品牌来源国(地区)形象与产品属性对品牌态度及购买意愿的影响

全球化营销过程中,来源国(地区)效应受到学术界的重视。本文在验证品牌来源国(地区)效应的基础上,特别探索产品属性与品牌来源国(地区)形象对品牌态度及购买意愿的影响。研究发现,品牌来源国(地区)形象与产品属性对消费者品牌态度及购买意愿有积极影响,且产品属性能调节品牌来源国(地区)形象对消费者品牌态度的影响。本研究结果推进了品牌来源国(地区)效应的研究,同时具有重要的营销实践意义。     

NPO branding: preliminary lessons from major players

• Are nonprofits (NPOs) exhibiting the brand orientation believed to be critical to successful outcomes? To answer this question, we investigate the brand orientation and brand management of the Young Men's Christian Association (YMCA), American Red Cross (ARC), and The Salvation Army to assess the implementation of brand concepts in two different locations within the USA compared to each agency's central body. Despite the support of some propositions, there exists inconsistent evidence of strong brand management in the organizations studied. The variation of brand visuals, missions, and taglines indicates that good structure, policy, and guidelines are not enough. There must be true brand orientation, which includes oversight of consistent application of all brand constructs to achieve organizational goals. This study provides a framework upon which future in‐depth empirical research may be based. The authors outline these next steps as a foundation for enhancing the study and practice of brand management in NPOs.

Copyright © 2009 John Wiley & Sons, Ltd.     

Brand personality in a membership‐based organisation

• This study employed Aaker's (6) brand personality framework to assess the brand characteristics of a membership based sport organisation in Australia (N=413). Factor analysis suggested that Aaker's framework did not fully capture variations in responses within the Australia sample, and that a modified version incorporating an additional dimension of Innovation was required. This modified factor structure may reflect characteristics of netball as a sport, specific sample attributes or cross‐cultural variations in the brand personality concept. Results indicate that the Netball Victoria brand is strongly associated with Competence, Sincerity and Innovation, is moderately linked with Excitement and Sophistication, and has a low connection with Ruggedness. These qualities are perceived with a high level of consistency by different respondents. The organisation's brand personality as perceived by its members provides a diagnostic which may be used to guide re‐branding, positioning and other marketing strategies. Additional research is required to assess the role and function of cultural variations in measuring brand personality.

Copyright © 2006 John Wiley & Sons, Ltd.     

Fit in celebrity–charity alliances: when perceived celanthropy benefits nonprofit organisations

This study investigates the effect of celebrity–charity co‐branding fit on perceived celebrity philanthropy (celanthropy), attitude towards the celebrity and charity, as well as donation intention. We manipulate celebrity–charity functional fit through a 2 (celebrity: comedian vs athlete) × 2 (charity: comedy related vs sports related) factorial design whilst controlling for celebrity credibility (attractiveness, trustworthiness and expertise). Results show that a functional fit between the celebrity and charitable organisation encourages positive altruistic attributions in terms of perceptions of celebrity social responsibility, and egoistic attributions, with regards to celebrity and charity attitudes, and donation intention. Finally, results demonstrate that celebrity–charity fit (athlete (comedian) with sports related (comedy related) charity) can promote positive attitudes towards a celebrity and charity brand, as well as donation intention, with these relationships mediated by perceptions of celebrity social responsibility or philanthropy. Findings from this research are able to aid nonprofit organisations and celebrity brand managers in the creation of effective and persuasive co‐branding alliances. Copyright © 2014 John Wiley & Sons, Ltd.     

Social marketing with challenging target groups: smoking cessation in prisons in England and Wales

• Smoking levels among prisoners are much higher than amongst the UK population as a whole. Our research focuses on the development and implementation of a pilot smoking cessation project:
  • Using a social marketing process combined with the Health Behaviour Model, 159 participants, drawn from four prisons, undertook a smoking cessation programme.
  • Data was collected using a case study approach, with a variety of research methods: primarily depth individual and mini‐group qualitative interviews, but also document analysis and observation.
  • The findings draw on prisoners' perspectives in the context of the marketing mix in elements of the strategy design, implementation and evaluation.
  • The discussion identifies the need to maintain a consumer perspective, feeding into the marketing mix, and to identify and promote aspects of mutually beneficial exchange over and above basic health and monetary costs.
• The positive outcomes and insights gained show that using a social marketing strategy, as part of a smoking cessation programme, has important policy and practice implications. Lessons could be applied to other health issues and in similar settings such as forensic mental health.

Copyright © 2007 John Wiley & Sons, Ltd.     

Affective and cognitive influence of control of navigation on cause sponsorship and non‐profit organizations

The purpose of this research is to examine how control of navigation influences cognitive and affective sponsorship responses and attitude towards the non‐profit organization in the context of corporate websites. By conducting experiments on fictitious brands and existing non‐profit organizations, this study found that control of navigation did not influence sponsorship cognition. Attitude towards the website fully mediated the influence of control of navigation on attitude towards the sponsor's brand and attitude towards the non‐profit organization. Additionally, high control of navigation in combination with high perceived fit was associated with the most positive brand attitude. These findings suggest that control of navigation defined as an external control factor is primarily an affective heuristic; in addition, the heuristic processing influences not only the sponsor's brand but also the sponsored non‐profit organization. Practically, this study suggests that the navigation of corporate websites has to be user‐friendly in order to benefit the brand and ensure neutrality of consumers' judgement of the sponsored non‐profit organization. Copyright © 2015 John Wiley & Sons, Ltd.     

An investigation into blood donation intentions among non‐donors

• In broad terms, the donation of blood along with organ and bone marrow donation is considered to be the ultimate act of humanity involving a voluntary and anonymous exchange between two people of a life saving commodity. Yet motivating people to donate blood is a significantly difficult task. The aim of this paper is to use the Theory of Planned Behaviour (TPB) to examine non‐donors on the basis of their likely intention to donate blood in the future and to identify barriers on these more favourable non‐donors. This exploratory research finds that subjective norm, perceived behavioural control and time related barriers are related to intent to donate by current non‐donors. Differences between higher and lower intention donors are also explored.

Copyright © 2007 John Wiley & Sons, Ltd.     

Positively negative: the impact of negativity upon the political consumer

• For years there has been an ongoing debate as to the role and impact that ‘marketing’ has had on politics. Yet, it is the case that many of the concepts associated with the field of marketing have real relevance and have, in fact, been employed within the field of political campaigning for many decades. This is an empirical paper that focuses upon the concept of political brands and the impact that current trends in campaign strategy, and in particular the growth and continued use of negative campaigning, have upon them. Using a constructivist grounded theory approach, the implications associated with such activity are examined and, in particular, its effect upon the consumer/brand relationship.
• Within the consideration of the results, it becomes clear that political brands' use of negative campaigning is somewhat shortsighted; offering short‐term gains but at the cost of long‐term damage not only to their brand image but also to the wider democratic system as it stands. In a search for political ‘brands’ that more effectively meet their needs, there appears a tendency for political consumers to now look outside of the conventional political sector. The emergent concept of the ‘negative brand’ is explored together with the implications for political consumers, political brands and the wider field of conventional party politics.

Copyright © 2007 John Wiley & Sons, Ltd.     

Understanding young adult drink‐driving behaviour: a value benefit perspective

• Young adult novice drivers represent a key at‐risk cohort for alcohol‐related road fatalities. Little research has investigated the value perceptions of responsible drivers as compared to their risk‐taking counterparts. Addressing the value‐perception gap, this qualitative research integrates identity theory and value expectancy theory to analyse the hedonic aspects and reward benefits of young adult drink‐driving behaviour.
• The study identified three categories of young adult drink‐drivers: under‐the‐limit, borderline and extreme. Motivation drink‐drive was influenced by perceptions of driving as a right versus a privilege; fear versus fatalistic attitude of drink‐driving consequences and drink‐driving as a connection for escape versus utilitarian activity. Future prevention strategies for at‐risk drink‐drivers must be relevant, convincing and consider the dynamic and changing landscape young adults inhabit.

Copyright © 2007 John Wiley & Sons, Ltd.