Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions
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Walter Wymer [1] ; Omneya Mokhtar Yacout [2]
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[1] Dhillon School of Business, University of Lethbridge, Canada
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[2] Faculty of Business, Alexandria University, Egypt
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- Localización: International review on public and nonprofit marketing: official publication of the International Association on Public and Nonprofit Marketing, ISSN 1865-1984, Vol. 21, Nº. 4, 2024, págs. 817-839
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.
