PHILANTHROPIC INSTITUTIONS

Purpose – Philanthropic institutions are crucial in society, especially in emerging countries. However, they fight for resources, making their donors essential for survival. Furthermore, few studies focus on the relationship between donors and the brands of these institutions. In this context, this innovative study aimed to determine the antecedents of donor loyalty to philan­thropic institutions, considering their relationship with the institution’s brand. Design/methodology/approach – Quantitative research was carried out. A structured ques­tionnaire was applied to three different philanthropic institutions in the health area, obtaining 571 responses. Structural equation modeling (SEM) was performed using the AMOS 23 software to test the proposed hypothetical model. Findings – The results indicate the impact of ideal self-congruence on trust and brand atta­chment, generating donor loyalty. However, the effect of real self-congruence on trust and attachment was not observed, demonstrating a more emotional and idealistic behavior. Originality/value – This study contributes to the literature on consumer brand relationship with application in analyzing the third sector during a social crisis such as the pandemic, which is an unprecedented application. In addition, this is the first study carried out in a multiple case study in the social assistance segment.