Building the charity brand community

Derek N. Hassay, John Peloza

Research output: Contribution to journalArticlepeer-review

36 Scopus citations


The current article extends the concept of brand community to the charity sector. While the charity sector has begun to embrace the relationship marketing paradigm, brand communities represent a unique form of relationship marketing that can have a significant impact on nonprofits. A conceptual model of brand community development in the charity sector is proposed, and two unique mechanisms by which charity brand communities might develop - the cognitive and experiential-learning mechanisms - are proposed. Not only do these mechanisms offer unique insights into how brand communities might develop, but they also explain how "sense of community" becomes a dominant influence on supporter loyalty. Research propositions concerning the influence of specific markers of brand community upon charity support behavior, are also presented.

Original languageEnglish
Pages (from-to)24-55
Number of pages32
JournalJournal of Nonprofit and Public Sector Marketing
Issue number1
StatePublished - 2009


  • Brand community
  • Charity support behavior
  • Nonprofit marketing
  • Relationship marketing

ASJC Scopus subject areas

  • Marketing


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