Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity Sector

Author:

Ngo Liem Viet1,Gregory Gary1,Miller Ryan2,Lu Lu1

Affiliation:

1. The University of Adelaide, Australia

2. Anglicare Sydney, Australia

Abstract

Despite the importance of branding in customer acquisition, little is known about the extent to which brand salience influences brand choice intention of new customers. Drawing upon associative network memory theory, we propose that brand salience is composed of brand prominence and brand distinctiveness, which are linked to brand choice intention of new customers. Our theoretical contention was empirically examined in the context of monetary donation to international aid-related charities by new donors. A mixed-method approach was utilized with semi-structured interviews with practitioners and donors, and two cross-sectional surveys. The study offers a holistic view for understanding brand salience and, as such, advances recent work focusing on the breadth and depth of brand associations in the customer’s mind.

Publisher

SAGE Publications

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