İnsani Yardım Kuruluşlarının Marka İmajı İle Bu Kurumlara Olan Bağlılık ve Dini İlgilenimin Bağışta Bulunma Niyetine Etkisi
The Effect of Humanitarian Aid Organizations’ Brand Image, Commitment to these Organizations and Religious involvement on the Intention to Donate

Summary/Abstract: 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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