Abstract

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.

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