The Effect of Brand Heritage on Intention to Donate in Non-Profit Organizations: An Evaluation within the Context of Temporal Focus and Brand Trust

Abstract

ABSTRACT This 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 Kızılay. 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.