The Name Game in Charitable Fundraising: A Quantitative Study on Brand Name Perception and Donation Willingness Among Adults Affected by Type 1 Diabetes
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this study is to examine the extent to which perceptions of the brand name “Barndiabetesfonden” influence donation willingness among adults who are directly or indirectly affected by type 1 diabetes.
Theoretical perspective: This study builds on the Theory of Planned Behavior, incorporating an additional variable called perception of brand name.
Methodology: The study uses a quantitative method where the data is collected through a survey. Using a deductive research approach, the problem is addressed by formulating and testing hypotheses.
Findings: The brand name significantly influences donation willingness but less so than attitude toward the behavior, subjective norms, and perceived behavioral... (More) - Thesis purpose: The purpose of this study is to examine the extent to which perceptions of the brand name “Barndiabetesfonden” influence donation willingness among adults who are directly or indirectly affected by type 1 diabetes.
Theoretical perspective: This study builds on the Theory of Planned Behavior, incorporating an additional variable called perception of brand name.
Methodology: The study uses a quantitative method where the data is collected through a survey. Using a deductive research approach, the problem is addressed by formulating and testing hypotheses.
Findings: The brand name significantly influences donation willingness but less so than attitude toward the behavior, subjective norms, and perceived behavioral control, while adults indirectly affected by type 1 diabetes show higher scores on all these variables, including perception of brand name, compared to those directly affected.
Practical implications: This study contributes to the broader field of nonprofit marketing and donor behavior by highlighting how brand naming influences donation willingness among personally affected donor groups. It emphasizes the importance of aligning brand identity with stakeholder perception in health-related fundraising contexts.
Conclusion: The brand name has an impact on donation intent, and directly affected adults often feel excluded by the child-focused name, while indirectly affected individuals find it compelling. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9209073
- author
- Janson, Siri LU and Landström, Ruth LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Donation behavior, Type 1 Diabetes, Nonprofit branding, Theory of Planned Behavior, Brand name
- language
- English
- id
- 9209073
- date added to LUP
- 2025-09-17 10:21:35
- date last changed
- 2025-09-17 10:21:35
@misc{9209073,
abstract = {{Thesis purpose: The purpose of this study is to examine the extent to which perceptions of the brand name “Barndiabetesfonden” influence donation willingness among adults who are directly or indirectly affected by type 1 diabetes.
Theoretical perspective: This study builds on the Theory of Planned Behavior, incorporating an additional variable called perception of brand name.
Methodology: The study uses a quantitative method where the data is collected through a survey. Using a deductive research approach, the problem is addressed by formulating and testing hypotheses.
Findings: The brand name significantly influences donation willingness but less so than attitude toward the behavior, subjective norms, and perceived behavioral control, while adults indirectly affected by type 1 diabetes show higher scores on all these variables, including perception of brand name, compared to those directly affected.
Practical implications: This study contributes to the broader field of nonprofit marketing and donor behavior by highlighting how brand naming influences donation willingness among personally affected donor groups. It emphasizes the importance of aligning brand identity with stakeholder perception in health-related fundraising contexts.
Conclusion: The brand name has an impact on donation intent, and directly affected adults often feel excluded by the child-focused name, while indirectly affected individuals find it compelling.}},
author = {{Janson, Siri and Landström, Ruth}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Name Game in Charitable Fundraising: A Quantitative Study on Brand Name Perception and Donation Willingness Among Adults Affected by Type 1 Diabetes}},
year = {{2025}},
}