BRAND IMPACT IN NONPROFITS: HOW TRUST MODERATES GIVING INTENTIONS

Abstract

The purpose of this study is to explore how brand trust moderates the relationship between brand experience and donation intentions in non-profit organizations. This study uses quantitative survey data to evaluate the effects of brand experience characteristics (sensory, affective, behavioural, and intellectual) on donation intentions, with a focus on how brand trust moderates these associations. The findings indicate that sensory and behavioural factors have a significant impact on donation intentions, although emotional factors vary depending on cultural and socioeconomic circumstances. Brand trust emerges as a key moderator, increasing the effects of these variables on contribution intentions. According to the survey, NGOs should strategically focus on building brand trust and optimizing donor experiences across sensory, behavioural, and intellectual dimensions to improve donation intentions. This study contributes to the existing literature by thoroughly examining how several factors interact to influence contribution intentions, stressing the moderating role of brand trust, and providing actionable insights for NGO marketing approaches.