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

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conference contribution
posted on 2011-01-01, 00:00 authored by Jessica Helmi, R Casidy Mulyanegara
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.

History

Pagination

1 - 8

Location

Perth, WA

Open access

  • Yes

Start date

2011-11-28

End date

2011-11-30

ISBN-13

9780646563305

Language

eng

Publication classification

E1.1 Full written paper - refereed

Copyright notice

2011, ANZMAC

Title of proceedings

Proceedings of the Australian and New Zealand Marketing Academy Conference; ANZMAC 2011

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