yaprakli, şükrü atatürk üniversitesi - iktisadi ve idari bilimler fakültesi - işletme bölümü, turkey , ünalan, musa atatürk üniversitesi - iktisadi ve idari bilimler fakültesi - işletme bölümü, turkey

THE EFFECT OF HUMANITARIAN AID ORGANIZATIONS’ BRAND IMAGE, COMMITMENT TO THESE ORGANIZATIONS AND RELIGIOUS INVOLVEMENT ON THE INTENTION TO DONATE

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The purpose of this study is to examine the effects of brand image of humanitarian aid organizations, commitment to these organizations and religious involvement on the intention to donate. Brand image is a function of what consumers feel and think about brand. Commitment is about maintaining long term relations with an organization through a feeling of trust. Religious involvement is an important factor influential on personal and societal values and attitudes. The research utilizes survey method and data from 412 participants in Erzurum Province of Turkey are used to test the research hypotheses. The collected data is analyzed by SPSS 20 software package through descriptive, frequency, factor analysis, reliability tests and regression analysis. The findings of the study show that brand image and commitment have a significant effect on charitable giving whereas the effect of religious involvement is non-significant.

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Charitable Organizations , Brand Image , Commitment , Religious Involvement , Intention to Donate

Celal Bayar University Journal Of Social Sciences

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