The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction

Ali, Basant Hassan; Elaref, Nadia; Yacout, Omneya Mokhtar

doi:10.1007/s12208-022-00356-0

Cited by 4 publications

(1 citation statement)

References 103 publications

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“…The mediating effect of event satisfaction. Past works reported that positive evaluations of customer experience can lead to behavioral intentions also indirect, through satisfaction (Ali et al, 2022;Nysveen et al, 2013;Prayag et al, 2013). In other words, customers can exhibit positive reactions toward products if they are satisfied with their experience.…”

Section: Ijefm 152mentioning

confidence: 99%

Experiential effects on mass sport participants’ event satisfaction and behavioral intentions: examining sensory, affective, behavioral, intellectual and relational dimensions

Lianopoulos,

Kotsi,

Karagiorgos

et al. 2024

IJEFM

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PurposeThe purpose of the present study was to investigate the interrelationships among the dimensions of sport event experience, event satisfaction and event behavioral intentions.Design/methodology/approachThe sample was comprised of 186 individuals who actively participated in a mass participation sport event. Partial least squares-structural equation modeling (PLS-SEM) was employed to test the relationships among the latent constructs.FindingsThe results indicated that the dimensions of sport event experience predicted 55% of the variance of event satisfaction and 63% of the variance of event behavioral intentions was predicted by sport event experience dimensions and event satisfaction. Specifically, the sensory, affective and relational dimensions of experience sought to have a statistically significant and positive association with event satisfaction, while event satisfaction and the relational dimension of experience were found to have a statistically significant and positive correlation with event behavioral intentions. In addition, event satisfaction was found to mediate the relationships between sensory, affective and relational experiences and event behavioral intentions.Originality/valueThe present study is one of the first that explores the relationships among sport event experience’s dimensions, event satisfaction and positive behavioral intentions in the context of sport event participation.

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Section: Ijefm 152mentioning

confidence: 99%

Experiential effects on mass sport participants’ event satisfaction and behavioral intentions: examining sensory, affective, behavioral, intellectual and relational dimensions

Lianopoulos,

Kotsi,

Karagiorgos

et al. 2024

IJEFM

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How brand familiarity influences advertising effectiveness of non-profit organizations

García‐Madariaga

Sandoval

Burgos

2023

Int Rev Public Nonprofit Mark

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Non-Profit Organizations (NPOs) find themselves in a very competitive environment, as everyday consumers are constantly exposed to numerous advertisements; thus, they must find ways to capture consumers’ attention. The objective of this study is to explore how the different elements (image, text, logo) of print advertisements of NPOs using different emotional appeals (positive and negative) of a familiar and unfamiliar brand influence donation behaviour and the attitude toward the ad (Aad). Using eye-tracking technology and a survey, we conducted two experiments, one with unfamiliar brands of NPOs and another with a familiar brand. The results showed the advertisement areas on which participants fixated and their relationship with participants’ attitude towards the advertisement and donation behaviour. For unfamiliar NPOs, the less time it took the participant to first fixate on the logo area, the more positive attitude toward the ad when the advertisement used a negative frame. Also, participants spent more time in the image area of negatively framed ads when they had a more positive attitude toward the ad. On the other hand, for a familiar brand, the time to first fixate on the logo area had a negative correlation with the donation behaviour, indicating that the less time it takes to first fixate on the logo area, the more participants chose to donate.

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Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

Wymer,

Yacout

2024

Int Rev Public Nonprofit Mark

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The effect of charity brand experience on donors’ behavioral intentions: The mediating role of charity brand personality and donors’ satisfaction

Cited by 4 publications

References 103 publications

Experiential effects on mass sport participants’ event satisfaction and behavioral intentions: examining sensory, affective, behavioral, intellectual and relational dimensions

Experiential effects on mass sport participants’ event satisfaction and behavioral intentions: examining sensory, affective, behavioral, intellectual and relational dimensions

How brand familiarity influences advertising effectiveness of non-profit organizations

Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

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