Abstract:
Purpose- Pakistan is a developing country, where most of the people live below the poverty line. The non-profit sector has developed tremendously to help the needy people. They are doing a great job but unfortunately, they lack their branding factor, due to which they do not have sufficient funds to extend their hands to the masses. Therefore, the objective of the paper is to determine the brand typicality, charity brand image, and past behavior as elements of intention to donate (money, time and In-kind goods).
Design/ Methodology - The study was conducted on data gathered from the donors of Akhuwat, Shaukat Khanum, Edhi Foundation, Save the Soul, The Citizen Foundation. Partial least square, structural equation modeling was performed on the data, using the SmartPLS 3 software. Demographic variables of the donors were also investigated.
Findings – Five dimensions of non-profit brand image were found related to intentions to donate where as one was insignificant. Brand Typicality acted as a mediator between relationship of each of the six dimensions of brand image and intentions to donate. Past donation behavior was found positively related with future intentions to donate.
Contribution - The current research is a pioneer study, and it comprehensively tested the relationship of the six dimensions of non-profit brand image with intentions to donate money, In-kind goods and time donation. It gives an in-depth analysis of the importance of the role of branding for the charitable organizations in Pakistan. It also theorized and tested that Brand Typicality mediated the relationship of brand image and intentions of donors to donate (money, In-kind goods and time) to a specific organization.
Managerial/ Social Implication - The research presents valuable insights for the managers of the non-profit organizations in developing an influential marketing strategy to motivate donors to donate to charitable organizations. The strategists need to build the brand image of the charitable organization to gain trust of public.
Keywords – Branding, Brand Image, Non-profit organizations, non-profit sector of Pakistan, philanthropy, Intentions to donate, money donation, time volunteerism, In-kind donation.
