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Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention

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Abstract

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.

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Acknowledgements

This research was supported by Brazilian National Council for Scientific and Technological Development (CNPq/Brazil), project 304209/2018-0, by Foundation for Research Support of Espírito Santo (FAPES/Brazil), projects 84513772 (599/2018) and 85395650 (228/2019), by Portuguese Science Foundation (FCT/Portugal) through NECE (Núcleo de Estudos em Ciências Empresariais), project UID/GES/04630/2020, and by IFTS (Instituto Fucape de Tecnologias Sociais), project 2018-2021.

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  1. FUCAPE Business School, Maranhão, Av. dos Holandeses, Quadra 08, n. 01, 2° Andar, Ed. Biadene, Ponta do Farol, São Luís, MA, 65077-635, Brazil

    Leonilde Conceição da Silva, Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira

  2. FUCAPE Business School, Av. Fernando Ferrari, 1358, Boa Vista, Vitória, ES, Zip code: 29.075-505, Brazil

    Emerson Wagner Mainardes & Arilda Magna Campagnaro Teixeira

  3. Federal Institute of Maranhão - Advanced Campus Porto Franco/Brazil, Rua Custódio Barbosa, n° 09, Centro, Porto Franco, MA, Brazil

    Lindemberg Costa Júnior

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  1. Leonilde Conceição da Silva
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da Silva, L.C., Mainardes, E.W., Teixeira, A.M.C. et al. Brand orientation of nonprofit organizations and its relationship with the attitude toward charity and donation intention. Int Rev Public Nonprofit Mark 17, 353–373 (2020). https://doi.org/10.1007/s12208-020-00251-6

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