Charity fundraising appeals: The influence of brand remarkability and brand familiarity on audience intentions

Walter Wymer () and Omneya Mokhtar Yacout ()
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Walter Wymer: University of Lethbridge
Omneya Mokhtar Yacout: Alexandria University

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 4, No 1, 817-839

Abstract: Abstract A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.

Keywords: Gen Z; Philanthropy; Charity; Fundraising; brand familiarity; brand remarkability; brand attitudes; social media (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s12208-024-00407-8

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