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.