Finding greener grass on the other side of hill

Abstract

Purpose-The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach-In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings-The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications-The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value-The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.

Bridging the gap between branding and sustainability by fostering brand credibility and brand attachment in travellers’ hotel choice

“…Hospitality researchers largely ignore the aspects of brand credibility and brand attachment partly because previous works mostly focused on delivering and acknowledging the importance of utilitarian aspects of hotel, which is not enough in today's competitive environment. To date, despite growing interest on brand credibility, relatively little is known about how brand credibility influences consumer behavior outcomes in the domain of service (Bougoure et al, 2016;Jeng, 2016;Kashif et al, 2018;Sheeraz et al, 2016;Sheeraz et al, 2012;Tae and King, 2011;Wang and Yang, 2010).…”

Insights on NGO brand equity: a donor-based brand equity model

“…This multivariate analysis technique has been used in previous research on NPOs, which we have previously cited in this article (e.g. Boenigk and Helming, 2013; Boenigk and Becker, 2016; Kashif et al. , 2018).…”

“…The brand equity models used in the NPO literature are rooted in consumer-based brand equity models and in the dimensions of brand awareness, brand personality and brand image (Faircloth, 2005;Juntunen et al, 2013;Kashif et al, 2018). However, important dimensions of consumer-based equity models such as perceived quality and loyalty are rarely discussed in the context of NPOs and donor-based brand equity models.…”

“…However, this study did not consider how overall brand equity influences donor intention. Kashif et al (2018) is the only study to adopt a more holistic approach to a donor brand equity model, investigating the moderating effect of brand credibility on the brand equity dimensions; however, albeit in a very specific cultural context, i.e. Islamic religion in Pakistan, they find mixed results.…”

“…The brand equity models used in the NPO literature are rooted in consumer-based brand equity models and in the dimensions of brand awareness, brand personality and brand image (Faircloth, 2005; Juntunen et al. , 2013; Kashif et al. , 2018).…”