The effect of brand heritage on intention to donate in non-profit organizations: An evaluation within the context of temporal focus and brand trust

Basit Öğe Kaydı
dc.authoridKutlu, Mustafa Bilgehan/0000-0001-6081-5154
dc.contributor.authorKutlu, Mustafa Bilgehan
dc.contributor.authorÖzcan, Nezahat Ekici
dc.date.accessioned2025-01-12T17:19:50Z
dc.date.available2025-01-12T17:19:50Z
dc.date.issued2024
dc.departmentKMÜ, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü
dc.description.abstractThis study investigates intention to donate to nonprofit organizations with the perspective of brand heritage, brand trust, and the temporal focus of donors. The study is conducted on the long-established Turkish nonprofit organization K & imath;z & imath;lay. Data is gathered via an online survey (n = 473) with judgmental sampling. The findings indicate that the brand heritage of a nonprofit organization affects brand trust and intention to donate. Likewise, trust in a nonprofit organization positively influences donation intention. Brand trust partially mediates the relationship between brand heritage and intention to donate. While individuals' temporal focuses on the past and future moderate the relationship between brand heritage and brand trust, as expected, the present focus does not. The findings are expected to contribute to the branding processes and donation encouraging activities of nonprofit organizations.
dc.identifier.citationKutlu, M. B., & Ekici Özcan, N. (2025). The effect of brand heritage on intention to donate in non-profit organizations: An evaluation within the context of temporal focus and brand trust. Journal of Nonprofit & Public Sector Marketing, 37(2), 221–244. https://doi.org/10.1080/10495142.2024.2353384
dc.identifier.doi10.1080/10495142.2024.2353384
dc.identifier.issn1049-5142
dc.identifier.issn1540-6997
dc.identifier.scopus2-s2.0-85192854382
dc.identifier.scopusqualityQ3
dc.identifier.urihttps://doi.org/10.1080/10495142.2024.2353384
dc.identifier.urihttps://hdl.handle.net/11492/10233
dc.identifier.wosWOS:001221093400001
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Sceince
dc.indekslendigikaynakScopus
dc.institutionauthorÖzcan, Nezahat Ekici
dc.institutionauthoridÖzcan, Nezahat Ekici/0000-0003-1697-3483
dc.language.isoen
dc.publisherRoutledge Journals, Taylor & Francis Ltd
dc.relation.ispartofJournal of Nonprofit & Public Sector Marketing
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.subjectBrand heritage
dc.subjectbrand trust
dc.subjectintention to donate
dc.subjectnonprofit organizations
dc.subjecttemporal focus
dc.titleThe effect of brand heritage on intention to donate in non-profit organizations: An evaluation within the context of temporal focus and brand trust
dc.typeArticle

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