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Authors
Abstract(s)
O objetivo deste estudo é analisar de que forma a atitude para a caridade e a intenção de dádiva
são influenciadas pelos fatores constituintes da orientação da marca, nomeadamente o
alinhamento, a interação e o afeto. Assim, foi proposto um modelo apto para analisar a relação
existente entre os construtos da atitude para a caridade e a intenção de dádiva. A partir desse
modelo foi testado também a relação que existe entre os fatores da orientação da marca em
organizações sociais (alinhamento, interação e afeto) com a atitude de caridade e intenção de
dádiva. Os dados foram recolhidos em Portugal, com uma amostra de 851 inqueridos através de
um questionário presencial. As informações recolhidas foram analisadas através do uso de
procedimentos de modelagem por equações estruturais (MEE). As descobertas suportam as
hipóteses de que a atitude para a caridade em organizações sociais têm influência significativa
na intenção de dádiva dos portugueses. O fator alinhamento e interação mostram impacto
positivo perante os construtos de atitude para a caridade e intenção de dádiva, ao contrário do
fator afeto que é rejeitado em ambos os construtos. Acredita-se que as organizações sociais
devem optar por estratégias e atividades de marketing associadas à marca, diferenciadoras e
competitivas por forma a estimular a atitude para a caridade e a intenção de dádiva. É
importante salientar a relação que as organizações devem tentar manter com os dadores.
The aim of this study is to analyze how the attitude to charity and the intention to give are influenced by the constituent factors of brand orientation, namely alignment, interaction and affection. Thus, it was proposed a model suitable for analysing the existing relationship between the constructs of attitude to charity and the intention to give. From this model it was also tested the relationship that exists between the factors of brand orientation in social organizations (alignment, interaction and affection) with the attitude to charity and the intention to give. Data were collected in Portugal, with a sample of 851 respondents through a face-to-face questionnaire. The information collected was analysed using structural equation modelling (SEM) procedures. The findings support the hypotheses that attitude to charity in social organisations have significant influence on Portuguese people's intention to give. The alignment and interaction factor show positive impact towards the constructs of attitude to charity and giving intention, unlike the affect factor which is rejected in both constructs. It is believed that social organisations should opt for differentiating and competitive brand-related marketing strategies and activities in order to stimulate the attitude to charity and the intention to give. It is important to emphasise the relationship that organisations should try to maintain with donors.
The aim of this study is to analyze how the attitude to charity and the intention to give are influenced by the constituent factors of brand orientation, namely alignment, interaction and affection. Thus, it was proposed a model suitable for analysing the existing relationship between the constructs of attitude to charity and the intention to give. From this model it was also tested the relationship that exists between the factors of brand orientation in social organizations (alignment, interaction and affection) with the attitude to charity and the intention to give. Data were collected in Portugal, with a sample of 851 respondents through a face-to-face questionnaire. The information collected was analysed using structural equation modelling (SEM) procedures. The findings support the hypotheses that attitude to charity in social organisations have significant influence on Portuguese people's intention to give. The alignment and interaction factor show positive impact towards the constructs of attitude to charity and giving intention, unlike the affect factor which is rejected in both constructs. It is believed that social organisations should opt for differentiating and competitive brand-related marketing strategies and activities in order to stimulate the attitude to charity and the intention to give. It is important to emphasise the relationship that organisations should try to maintain with donors.
Description
Keywords
Atitude Para Caridade Intenção de Dádiva Organizações Sociais Orientação da Marca