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A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour

Helmi, Jessica and Casidy Mulyanegara, Riza 2011, A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour, in Proceedings of the Australian and New Zealand Marketing Academy Conference; ANZMAC 2011, ANZMAC, Perth, WA, pp. 1-8.

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Title A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour
Author(s) Helmi, Jessica
Casidy Mulyanegara, RizaORCID iD for Casidy Mulyanegara, Riza orcid.org/0000-0002-6836-245X
Conference name Australian and New Zealand Marketing Academy Conference (2011 : Perth, WA)
Conference location Perth, WA
Conference dates 28-30 Nov. 2011
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference; ANZMAC 2011
Editor(s) [unknown]
Publication date 2011
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Total pages 8
Publisher ANZMAC
Place of publication Perth, WA
Summary Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, and policy markers alike. Governments in particular have used the concept of nation brands to attract support from international audiences. This study developed a conceptual framework of donation behaviour with nation brand perceptions as a mediating variable between donation motives and donation behaviour. The framework proposes that people‘s perception of a nation‘s brand will have significant implications on the willingness and extent of contribution to a charitable cause associated with the nation.
ISBN 9780646563305
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1.1 Full written paper - refereed
Copyright notice ©2011, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30061067

Document type: Conference Paper
Collections: School of Management and Marketing
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Created: Wed, 26 Feb 2014, 12:48:48 EST by Riza Casidy

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.