Exploring the role of branding and the impact on volunteer intentions and loyalty within an SME charity: A case study on Stirling Carers Centre

Abstract

This research aims to establish the effects that branding has on volunteer perceptions of charity brand image and whether this affected their intention to join and remain within this charity. The main objective was to assess the factors relating to brand image that have an effect on consumer behaviour. Relevant literature identified brand trust, reputation, emotional and cognitive commitment to have an effect on donor intentions and loyalty. Multiple qualitative in-depth interviews were carried out to gather rich data on volunteer behaviour and attitudes. The findings of this study conclude that cognitive commitment had the biggest effect on donor intentions whereas affective commitment had the biggest role in developing donor loyalty. Furthermore, brand trust and reputation played a mediating role in donor loyalty and intentions. Further theoretical and managerial implications are discussed in the recommendation chapter.