الفهرس 
Chapter One: An OverviewOnly 14 pages are availabe for public view
 |  | from | 96 |  |  |
| | | from | 96 | | |
Abstract
Charity organizations play an important role in enhancing the welfare of the society. However, the brand personality of charity organizations and its relationship with re-donation intentions have received scant attention. Most of the studies are concerned with consumers’ intention to repurchase tangible products. The current study attempts to fill the gap in the literature by examining the effect of charity brand personality on re-donation intention (loyalty) of donors in Egypt, and to examine the role of brand experience and donor satisfaction with re-donation intention. The researcher conducted an empirical research by distributing questionnaires to donors and a structural equation modeling technique was used. The study found that brand experience has a positive impact on brand personality, donor satisfaction and intentions to re-donate. Besides, brand personality has a direct positive effect on donor satisfaction and an indirect effect on intentions to re-donate through donor satisfaction. Additionally, donor satisfaction influences donors’ intentions to re-donate positively. Finally, the researcher concluded that donor satisfaction mediates the relationship between brand experience and intentions to re-donate. However, brand personality does not mediate this relationship.