Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits

Minguez, Ana; Sesé, F. Javier

doi:10.1016/j.jbusres.2022.04.051

Cited by 6 publications

(3 citation statements)

References 86 publications

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“…This intention of sharing personal information with marketers and brands has been defined as WSPI (Song and Kim, 2021). Sharing information with brands is often a prerequisite for membership in loyalty programmes (Lepp€ aniemi et al, 2017), receiving personalised brand recommendations (Bui et al, 2021), or receiving other direct marketing messages (Minguez and Sese, 2022). Trust in the retailer, the brand, and the brand's personnel and strong consumer-brand relationships might help in allaying consumer privacy concerns related to data and information sharing (Grosso et al, 2020;Smit et al, 2007).…”

Section: Brand Happiness and Wspimentioning

confidence: 99%

“…, 2017), receiving personalised brand recommendations (Bui et al. , 2021), or receiving other direct marketing messages (Minguez and Sese, 2022). Trust in the retailer, the brand, and the brand’s personnel and strong consumer-brand relationships might help in allaying consumer privacy concerns related to data and information sharing (Grosso et al.…”

Section: Theoretical Development and Hypotheses Formulationmentioning

confidence: 99%

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The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

Banerjee,

Shaikh,

Sharma

2024

MIP

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PurposeThe study aims to determine the role of online retail website experience on brand happiness and willingness to share personal information using the theoretical lens of the Stimulus-Organism-Response (SOR) framework. Further, it explores the role of brand intimacy and brand partner quality in mediating the path between brand happiness and willingness to share personal information.Design/methodology/approachThis study used a cross-sectional survey design to collect data from 439 online retail consumers in India, using an online questionnaire. The data were analysed using Structural Equation Modelling in IBM Amos.FindingsThe present study found that online retail website experience is significantly related to brand happiness. The finding also supports that brand happiness was positively and significantly related to ‘consumers' willingness to share personal information. This relationship was fully mediated by brand intimacy. Brand happiness also mediated the relationship between website experience and the willingness to share personal information.Research limitations/implicationsThis study contributes to the emerging literature on brand happiness and willingness to share personal information. It establishes a central role of brand happiness as a driver and a mediator of consumers' willingness to share personal information with e-commerce retailers, extending the stimulus-organism-response framework in the context of brand happiness and willingness to share personal information. Further, the study establishes the role of website experience as a marketer (and brand) led driver of brand happiness.Practical implicationsThe results have implications for the role of the website in enhancing the consumer experience, which in turn is a driver of brand happiness. Further, managers need to promote brand happiness with the help of website experience to enable consumers’ willingness to share personal information and help organizations customize their marketing campaigns.Originality/valueThis is among the first studies to evaluate brand happiness from the perspective of an online retail website experience and consider consumers’ willingness to share personal information from a branding rather than a technological perspective. Additionally, the study introduces the SOR framework in the context of brand happiness, with website experience acting as a stimulus for consumers, resulting in brand happiness, which is mediated by brand partner quality and brand intimacy (organism), leads to consumers' willingness to share personal information with online retail brands (response).

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Section: Brand Happiness and Wspimentioning

confidence: 99%

Section: Theoretical Development and Hypotheses Formulationmentioning

confidence: 99%

The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

Banerjee,

Shaikh,

Sharma

2024

MIP

View full text Add to dashboard Cite

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“…Prior research has identified the relationship life-cycle stage as a key moderator, revealing that in the maturity stage, the value of relationships on customer cocreation and loyalty is most important (Cambra-Fierro et al 2018b). Indeed, more experienced donors have already established a relationship with the organization (Minguez and Sese 2022a, b). Thus, we expect them to perceive higher value from the feedback in the past donation use appeal (McGrath Simon, 1997).…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals

Shehu,

Veseli,

Clement

et al. 2023

Journal of Service Research

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Blood donation services seek new strategies to improve donor relationships and increase donor retention. In this study, we propose a novel strategy that employs appeals with feedback on the use of blood donors’ past donations. We theorize that this feedback increases the perceived relationship investment and, subsequently, the quality of the relationship with the blood donation service, thereby increasing redonations. An online experiment shows the positive effect of past donation use appeals on donation intention and transmission through perceived relationship investment and relationship quality. Three field studies with Red Cross Blood Donation Services confirm the effectiveness of past donation use appeals on redonation behavior compared with thank-you appeals and with a future donation use appeal. Past donation use appeals are effective for retention purposes, especially for more experienced donors and when sent shortly after the donation. Such appeals also lead to higher reactivation rates of inactive donors. In addition to having practical implications, the study contributes to the relationship and nonprofit service literature.

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The Impact of the Coronavirus Pandemic on SMEs in Term of Customer Centricity in Slovakia and Hungary

Korcsmáros,

Huszárik,

Kosár

et al. 2024

Lecture Notes on Data Engineering and Communications Technologies

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Why do you want a relationship, anyway? Consent to receive marketing communications and donors’ willingness to engage with nonprofits

Cited by 6 publications

References 86 publications

The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective

Improving Blood Donor Retention and Donor Relationships with Past Donation Use Appeals

The Impact of the Coronavirus Pandemic on SMEs in Term of Customer Centricity in Slovakia and Hungary

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