A Conceptual Framework on the Relationship between Nation Brand Perception and Donation Behaviour

Over the past two decades, the topic of nation brands has attracted the interest of academics, researchers, and policy markers alike. 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. The brand image of charitable organisations is proposed to moderate the relationship between nation brand perception and donation behaviour. The study also proposed that integrated marketing communications will significantly affect the perception of nation brands and the brand image of the charitable organisations. The paper concludes by discussing the practical and theoretical implications of the study