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This paper aims to examine consumers’ non-profit brand image, brand typicality and past behaviour as determinants of intention to donate to two children charity brands.

Data for this study were obtained from two separate studies via a questionnaire, both in the context of two children charities, one for Barnardo’s and the other for BBC Children in Need charity. A theoretical model is developed, tested and compared across the two charity brands.

Findings highlight that different factors influence intentions to donate time and money according to the charity brand. Brand typicality is a key determinant of time donations, while the impact of non-profit brand image dimensions on time and money donations differs across the two charities. Past behaviour affects intentions to donate money in both charities but impacts time donations in only one of the two charities investigated.

The study examines specific dimensions of non-profit brand image across two different charity brands and offers theoretical insights about the value of brand image in a non-for profit context in shaping consumer outcomes (i.e. consumer intentions to donate).

The study sheds further light into the notion of typicality put forward by Michel and Rieunier (2012) for two children’s charity brands that differ in terms of their strength and income levels and examined past behaviour as a determinant to donate to charity brands.

The charitable organizations must understand the forces influencing donor behaviours. This issue has been debated rigorously among researchers belonging to Western societies; however, the exploration of donation experience among non-Western academics is limited. This study aims to discover the phenomenon of Zakat donation experience – an Islamic religious act of charity donation performed among Muslims to enhance our understanding of religious consumption practices in a Muslim country setting of Pakistan.

The authors used phenomenological methodology to collect data from 35 donors via face-to-face interviews.

The informants advocate individuality while making Zakat donations and believe that an independent donation experience brings them with higher levels of happiness, intrinsic drive to spend more and spiritual comfort. The Zakat donation is regarded as a great source of self-protection against the realm of evil spirits which is entirely a new finding with respect to charity donations. The informants identified several reasons for not donating through charities which mainly include lack of trust and limited product mix offered by charitable organizations.

Based on the findings of this research, the authors suggest charitable organizations to ensure procedural transparency and emphasize on Zakat collection, distribution and utilization methods to attract more donors.

The study contributes generally to charity marketing knowledge and specifically to consumer decision-making of religious acts performed in Muslim societies. The phenomenological method of inquiry and its application to study an Islamic act of donation has limited discussion in previous studies, which is a unique product of this study.

Humanitarian relief organisations such as charities count on donations to provide assistance to people in need when disasters occur. In the UK, about 11,200 charity shops collect second-hand goods from donors to raise funds for their parent charity to support target beneficiaries. As their numbers increase, charity shops are finding it difficult to secure good quality stock. Furthermore, they may need to plan ahead to secure sufficient stock when the economy experiences a downturn. This paper identifies the charity shop's role and its donation flow in the multi-tier supply chain and empirically assesses the barriers that influence intention to donate with a mixed-methods approach.

In order to explore the charity shop's role within the multi-tier supply chain, this study begins with a literature review and then develops a conceptual model. In order to empirically evaluate the barriers that influence intention to donate, the authors conducted semi-structured interviews with 14 charity shop managers and collected 222 usable questionnaires from donors. The interpretive structural modelling (ISM) approach was applied to examine the interrelationship among barriers and rank their priority.

This paper identifies ten significant barriers that influence intention to donate: lack of good quality items for donation; lack of information on how charity shops make use of donations; lack of familiarity with the donation process; lack of information of what items can be accepted by charity shops; lack of awareness of the impact that donations make; the difficulty of being available at the scheduled times for charity shops' free pick-up services; the difficulty of donating during shops' opening hours; the difficulty of finding parking to access charity shops; and living too far away from charity shops. In particular, the questionnaires' results indicate that lack of good quality items is the most significant barrier. This is also reflected in the ISM model, and thus needs more attention.

The results are very useful for charity shops themselves to understand current barriers to securing good quality stock and to develop potential stock-securing interventions based on these barriers' priority.

Although charity shops have been investigated by several researchers, their supply chain remains insufficiently explored. This paper fills this gap by identifying the charity shop's role and its donation flow in the supply chain and by empirically assessing the supply-side barriers with a mixed-methods approach.

This paper aims to explore the demographic and psychographic characteristics of Bruneians in relation to charitable donation behaviour.

Data were collected via an intercept approach at five major intersections of the central business district in the city of Brunei. Data were analysed using SPSS, with factor analysis being conducted before applying a series of t-tests and ANOVAs.

Overall there is no relationship between age, income and gender, and donating behaviour. Results show that perceived generosity does not play an important role in Brunei compared to previous studies. The cause of this phenomenon could be due to the influence of the Bruneian culture. That is, the government takes a large responsibility for charitable events in Brunei and for this reason charitable donations from citizens are limited. Analysis also showed the importance of religion in predicting donation behaviour.

Further research in this paper should attempt to make more cross-cultural comparisons of donor characteristics. This would provide a more holistic perspective on donor behaviour and thus assist managerial decisions in the marketing of charities. The effects of religiosity on donation behaviour should be further analysed to ascertain the variances of donation behaviour across cultures with high dominance of religion.

The principal contribution of this paper is that it provides insights into the nuances and characteristics of Bruneians in relation to attitudes and behaviour towards charitable donations.

This article makes use of pooled time series data to study the demand for donations to charitable organizations in Singapore, a newly‐industrializing country. As in the case of the developed nations, donations are found to be responsive to the price of giving and characteristics of the charities such as size and age. Government social expenditures are found to cause some crowding‐out of private donations. The results imply that the government can reduce its direct role in providing social services, and at the same time meet the rising demand through policy measures to encourage private giving.

The rapid development of the Internet in China has profoundly affected the country's charities, which many people support through online donations (e.g. providing financial help) and charity information forwarding (a new behavior of participating in online charities via social media). However, the development of online charities has been accompanied by many problems, such as donation fraud and fake charity information, which adversely affect social kindness. The purpose of this paper is to understand people's online donation and forwarding behaviors and to explore the mechanisms of such behaviors from the perspectives of cognitive-based trust and emotional-based empathic concern.

This study developed a research model based on the elaboration likelihood model (ELM) and stimulus–organism–response (SOR) model. The researchers obtained 287 valid samples via a scenario-based experimental survey and conducted partial least squares structural equation modeling (PLS-SEM) to test the model.

The results indicated that (1) online donation intention is motivated by rational-based trust and emotional-based empathic concern; (2) online charity information forwarding is triggered only when trust is built, and there is no significant correlation between empathic concern and forwarding intention; and (3) content quality, initiator credibility, and platform reputation are three critical paths to promote trust; in addition, an individual's empathic concern can be motivated by the emotional appeal.

This study highlights the different mechanisms of donation and forwarding behaviors and provided theoretical measures for motiving trust and empathic concern in the online context to promote people's participation in online charity.

The purpose of this paper is to examine the relationship between image of charitable organizations, attitudes towards charities and motivation to donate. In addition, the study will investigate the moderating effects of religious beliefs on attitudes towards charities and motivation to donate.

Data are collected using a self-administered questionnaire. Trained interviewers employed a mall-intercept method in downtown Kuala Lumpur over both weekdays and weekends. The scales are adapted from established sources.

It was found that religious beliefs moderates the relationship between attitudes towards charities and motivation to donate. In addition, image of charitable organizations has a positive influence on attitudes towards charities. It was also found that both image of charitable organizations and attitudes towards charities influence motivation to donate.

The study is conducted within downtown Kuala Lumpur and is not generalizable across Malaysia and other countries. In addition, this study only looked at general religious beliefs, therefore findings are not specific to a religion. As a result, possible religious differences may be neglected. Lastly, the study only focused on donors and further studies need to be conducted on non-donors to further understand donation behaviour.

The findings from the study provide valuable insights to charities, government bodies and policy makers as it highlights the linkages between image of charitable organizations, attitudes towards charities and the motivation to donate of past donors. Additionally, religious bodies can also use the findings to formulate communication strategies to benefit charities as well as the broader community.

The study provides insights into the motivations of donors to donate to charities. More importantly, it also examines the influence of religious beliefs on donation behaviour, thus shedding insights on the opportunities for fundraising by charities.

The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign and for that reason, many brands form alliances with well-known charities familiar to the consumer, hoping that the trust and goodwill generated by the charity will be transferred to the brand. The authors manipulate price and donation presentation formats to show an alternative means for overcoming skepticism.

The research is undertaken in two studies. Study 1 uses a sample collected on Amazon’s MTurk, whereas study 2 is undertaken in the real world with participants from Norway. Analysis of variance and partial least square are, respectively, used to test the hypotheses.

The first study shows that presenting the donation explicitly vis-à-vis the price makes a less familiar charity produce the same trustworthy effects as that a well-known one does. Moreover, the second study shows that it strengthens utility from the transaction and weakens skepticism of CRM promotions to impact brand evaluations.

The primary focus of the research was consumers’ familiarity with the charity but other variables could have a significant impact in judgments. For instance, the importance consumers attach to the cause that the charity supports, spatial distance of the brand and charity, brand familiarity. Manipulating these in future studies would not only contribute to the CRM literature but also to that of international marketing.

Firms in international markets can derive competitive advantages with the help of CRM campaigns. Moreover, alliances with familiar charities that are local can help combat nationalistic feelings prevalent in many markets. The separated presentation format can also help overcome some of the additional skepticism found in international markets.

The findings support the Better Business Bureau’s Standards for Charity Accountability that seek transparency in communicating CRM promotions. The explicit presentation of price and donation, in addition to providing this transparency, also gives consumers a clear understanding of the CRM promotions’ details, which will increase their self-efficacy in making more informed decisions.

This research contributes to strengthening knowledge on donation-price formats, offers brands entering international markets a singular way of gaining credibility and competitive advantage, and empirically confirms the proposed outcomes of a theoretical model for promotions.

This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships.

A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants were analysed and hypotheses tested using structural equation modeling.

Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model.

Findings show how personality traits influence CDB and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour.

The study provides implications for managers about enhancing charitable donations through social media.

This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour.

The purpose of this paper is to test the relationship between external auditor selection and charity donation, that is, whether the governance role of external audit is effective and how it plays in China's charitable market.

Using data from 2005 to 2009 of China's national charity, the paper applies empirical regression method to test the hypothesis.

Empirical evidence suggests that, when charities select national Big 100 as the auditors, the governance role of audit plays effectively, thus attracts more donators. When charities select successful bidders of Civil Affairs Bureau as the auditors, the governance role of audit cannot play effectively, thus will not increase donation significantly.

Charities' annual report disclosure is not ample, so research samples could not include the regional charities, and in self‐selection model, independent variables do not include audit fee which could affect the results of self‐selection.

To some extent, the above conclusion suggests governance effect of external audit exist in the charitable market, and the effects depend on high quality audit. In view of the governance effect of high quality audit, the paper's conclusion could provide reference for the current non‐profits governance mechanism construction, at the same time, Civil Affairs Bureau should further improve the tender evaluation content and make them more objective and quantification when they bid the financial auditor, also, they should not be restricted charity choose auditor such as high quality outside the bidding scope.

First, previous literature of external audit research mainly gathered in capital market, but charity market different from the capital market, it is significance for whole non‐profit organization. Second, the paper's conclusion could provide some empirical evidence available for the perfection of charity governance mechanisms.