Measurement scales
| Constructs, items and sources | |
|---|---|
| Brand Familiarity | |
| Recall and Recognition (based on Yoo et al. (2000) based on Rossiter and Percy, 1987 ) | |
| RR1 | I recognize the NGO brand as soon as I see it |
| RR2 | I consider that the NGO is well known |
| RR3 | I know what the NGO does |
| Brand Strength (based on Wymer et al., 2016 ) | |
| BS1 | I am well informed about the NGO activities |
| BS2 | I am knowledgeable about the work that the NGO does in its projects |
| BS3 | I understand the purpose of the NGO |
| BS4 | I could describe the NGO activities to others |
| Brand Identification (based on Wymer et al., 2016 ) | |
| BI1 | I like the NGO |
| BI2 | I have a positive impression when I think of NGO |
| BI3 | I feel that the NGO represents values that are important to me |
| BI4 | I identify with the values of the NGO |
| Brand Associations | |
| Brand authenticity (based on Akbar and Wymer, 2017 ) | |
| BAU1 | NGO is unique |
| BAU2 | NGO is true to itself |
| BAU3 | NGO stands out from other organizations devoted to the same cause |
| BAU4 | NGO is the best of all those dedicated to the same cause |
| Brand differentiation (based on Wymer et al., 2016 ) | |
| BD1 | The work that NGO does in its cause is impressive |
| BD2 | No organization is as good as NGO in the cause it addresses |
| BD3 | NGO is extraordinary compared with other NGOs working for the same cause |
| BD4 | NGO has a genuine personality |
| BD5 | The work that the NGO does for its cause is interesting to me |
| Brand Reputation (based on Bennett and Gabriel, 2003 ) | |
| BR1 | NGO is highly recognized |
| BR2 | NGO has great achievements at work for its cause |
| BR3 | NGO has a good reputation |
| BR4 | I admire NGO |
| Brand Commitment | |
| Attitudinal (based on Boenigk and Becker (2016) based on Sargeant and Lee, 2004 ) | |
| BCA1 | I feel committed to the NGO |
| BCA2 | My intention is to maintain my relationship with the NGO indefinitely |
| BCA3 | I feel satisfied with the relationship I have with the NGO |
| BCA4 | I like to maintain a relationship with the NGO |
| Emotional (based on Boenigk and Helming (2013) based on Mael and Blake (1992) | |
| BCE1 | When someone criticizes NGO, I feel it as something personal |
| BCE2 | I am interested in what others think about NGO |
| BCE3 | I consider myself part of the NGO |
| BCE4 | I am pleased to hear praise about the NGO |
| BCE5 | I would be ashamed if bad practices were published about the work of the NGO |
| Brand Equity | |
| Intention to donate (based on Hou et al. (2009) based on Sampath and Henley (2007) and Yoo et al. (2000) | |
| ID1 | I definitively will donate to the NGO |
| ID2 | It is likely that I donate to the NGO instead of other NGOs that are devoted to the same cause |
| ID3 | It is likely that I will donate to the NGO in the future |
| ID4 | I will recommend family and friends to donate to the NGO |
| ID5 | It is likely that I will continue donating to the NGO in the future |
| ID6 | It is likely that I recommend the NGO instead of other NGOs that are dedicated to the same cause |
| ID7 | For me it makes more sense to donate to the NGO than to other NGOs that are dedicated to the same cause |
| Constructs, items and sources | |
|---|---|
| Brand Familiarity | |
| RR1 | I recognize the NGO brand as soon as I see it |
| RR2 | I consider that the NGO is well known |
| RR3 | I know what the NGO does |
| BS1 | I am well informed about the NGO activities |
| BS2 | I am knowledgeable about the work that the NGO does in its projects |
| BS3 | I understand the purpose of the NGO |
| BS4 | I could describe the NGO activities to others |
| BI1 | I like the NGO |
| BI2 | I have a positive impression when I think of NGO |
| BI3 | I feel that the NGO represents values that are important to me |
| BI4 | I identify with the values of the NGO |
| Brand Associations | |
| BAU1 | NGO is unique |
| BAU2 | NGO is true to itself |
| BAU3 | NGO stands out from other organizations devoted to the same cause |
| BAU4 | NGO is the best of all those dedicated to the same cause |
| BD1 | The work that NGO does in its cause is impressive |
| BD2 | No organization is as good as NGO in the cause it addresses |
| BD3 | NGO is extraordinary compared with other NGOs working for the same cause |
| BD4 | NGO has a genuine personality |
| BD5 | The work that the NGO does for its cause is interesting to me |
| BR1 | NGO is highly recognized |
| BR2 | NGO has great achievements at work for its cause |
| BR3 | NGO has a good reputation |
| BR4 | I admire NGO |
| Brand Commitment | |
| BCA1 | I feel committed to the NGO |
| BCA2 | My intention is to maintain my relationship with the NGO indefinitely |
| BCA3 | I feel satisfied with the relationship I have with the NGO |
| BCA4 | I like to maintain a relationship with the NGO |
| BCE1 | When someone criticizes NGO, I feel it as something personal |
| BCE2 | I am interested in what others think about NGO |
| BCE3 | I consider myself part of the NGO |
| BCE4 | I am pleased to hear praise about the NGO |
| BCE5 | I would be ashamed if bad practices were published about the work of the NGO |
| Brand Equity | |
| ID1 | I definitively will donate to the NGO |
| ID2 | It is likely that I donate to the NGO instead of other NGOs that are devoted to the same cause |
| ID3 | It is likely that I will donate to the NGO in the future |
| ID4 | I will recommend family and friends to donate to the NGO |
| ID5 | It is likely that I will continue donating to the NGO in the future |
| ID6 | It is likely that I recommend the NGO instead of other NGOs that are dedicated to the same cause |
| ID7 | For me it makes more sense to donate to the NGO than to other NGOs that are dedicated to the same cause |
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