The Brand Personality of Nonprofit Organizations and the Influence of Monetary Incentives

Journal of Business Ethics 138 (3):589-600 (2016)
  Copy   BIBTEX

Abstract

The brand personality of nonprofit service organizations is a focal cue for individuals engaging in pro-social behavior. However, the positive effect of brand personality on donors’ intention to engage pro-socially may be affected in cases in which NPOs provide monetary incentives to those donors. Relying on social exchange theory, the authors examine how monetary incentives and brand personality commonly affect the intention to donate and whether this effect varies based on the perceived trustworthiness of the NPO. The results of two experimental studies show that branding and incentivizing decisions should not be developed independently because monetary incentives do indeed undermine the positive effects of brand personality on the intention to donate. However, the effectiveness of incentives varies with the perceived level of trust in the NPO: highly trusted NPO services are harmed by monetary incentives, whereas less-trusted NPOs may even benefit.

Links

PhilArchive



    Upload a copy of this work     Papers currently archived: 90,593

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles

Monetary incentives and vigilance.Bruce O. Bergum & Donald J. Lehr - 1964 - Journal of Experimental Psychology 67 (2):197.
Challenges That Employees with Personality Disorders Pose for Ethics and Compliance in Organizations.Jacqueline N. Hood & Jeanne M. Logsdon - 2011 - Proceedings of the International Association for Business and Society 22:32-43.
Improving Decision Making in Nonprofit Organizations.Sol Shaviro & Donald Grunewald - 1988 - Thought: Fordham University Quarterly 63 (1):52-68.

Analytics

Added to PP
2015-03-20

Downloads
26 (#524,350)

6 months
4 (#319,344)

Historical graph of downloads
How can I increase my downloads?