This study aimed to verify the effects that the factors which constitute the brand orientation exert on the attitude toward charity and the donation intention. A model capable of indicating the relationship between the dimensions of brand orientation of Nonprofit Organizations (orchestration, interaction and affect) with the attitude toward charity and donation intention was developed. The target population is comprised of Brazilians who know about Nonprofit Organizations. A sample of 340 respondents was obtained. The proposed model was analyzed through Structural Equations Modeling (SEM) with partial least squares (PLS) measurement. The results support the hypothesis that the attitude toward charity has a significant influence on the intention of the Brazilians respondents to donate to Nonprofit Organizations and that the interaction dimension positively influences the attitude toward charity and the donation intention of these individuals, while the dimension of orchestration only influences the attitude towards charity, and the dimension affects only the donation intention.

中文翻译：

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非营利组织的品牌定位及其与慈善态度和捐赠意向的关系

本研究旨在验证构成品牌取向的因素对慈善态度和捐赠意向的影响。建立了一个模型，该模型能够表明非营利组织的品牌定位维度（编排，互动和影响）与对慈善和捐赠意图的态度之间的关系。目标人群包括了解非营利组织的巴西人。获得了340名受访者的样本。通过结构方程模型（SEM）和偏最小二乘（PLS）测量对提出的模型进行了分析。