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.
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.
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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.
orcid.org/0000-0002-6836-245X
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