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The relationship between brand constructs and motivational patterns in crowdfunding decisions. Evidence from university crowdfunding

The relationship between brand constructs and motivational patterns in crowdfunding decisions.... This study aims to expand the existing body of knowledge on crowdfunding (CF) motivational patterns with special reference to intangible factors, which most scholars assume to be the most important ones, especially in non-investment-based CF. The purpose is to understand how the presence of an established brand in a CF campaign can affect backers’ funding choices and the reasons behind them. To this end, the authors combine principles from identification, brand relationship and self-determination theories.Design/methodology/approachThe authors considered the (altruistic in nature) domain of CF for social causes as the most widespread type of branded CF and chose the relevant empirical setting of “research CF” run by universities which seem to be more and more interested in connecting branding and fundraising efforts through the active involvement of their “relational circles”. Accordingly, the authors surveyed an extensive sample of students as a primary stakeholder group of potentially engaged backers from one of the first Italian universities to launch a CF program and used structural equation modelling to test the research hypotheses.FindingsThe authors found that, despite the CF domain considered, the choices made by backers (counterintuitively, women, in particular) manifest themselves as mostly self-oriented. This is partly explained by brand identification, which fully mediates the effect of brand pride and partially mediates the effect of brand respect (BR) on funding intention. Moreover, BR also directly drives CF choices.Originality/valueThis study portrays a remarkably different CF playground compared with conventional campaigns for both project proponents and backers with several theoretical and managerial implications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review Emerald Publishing

The relationship between brand constructs and motivational patterns in crowdfunding decisions. Evidence from university crowdfunding

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References (92)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2040-8269
eISSN
2040-8269
DOI
10.1108/mrr-10-2021-0750
Publisher site
See Article on Publisher Site

Abstract

This study aims to expand the existing body of knowledge on crowdfunding (CF) motivational patterns with special reference to intangible factors, which most scholars assume to be the most important ones, especially in non-investment-based CF. The purpose is to understand how the presence of an established brand in a CF campaign can affect backers’ funding choices and the reasons behind them. To this end, the authors combine principles from identification, brand relationship and self-determination theories.Design/methodology/approachThe authors considered the (altruistic in nature) domain of CF for social causes as the most widespread type of branded CF and chose the relevant empirical setting of “research CF” run by universities which seem to be more and more interested in connecting branding and fundraising efforts through the active involvement of their “relational circles”. Accordingly, the authors surveyed an extensive sample of students as a primary stakeholder group of potentially engaged backers from one of the first Italian universities to launch a CF program and used structural equation modelling to test the research hypotheses.FindingsThe authors found that, despite the CF domain considered, the choices made by backers (counterintuitively, women, in particular) manifest themselves as mostly self-oriented. This is partly explained by brand identification, which fully mediates the effect of brand pride and partially mediates the effect of brand respect (BR) on funding intention. Moreover, BR also directly drives CF choices.Originality/valueThis study portrays a remarkably different CF playground compared with conventional campaigns for both project proponents and backers with several theoretical and managerial implications.

Journal

Management Research ReviewEmerald Publishing

Published: Mar 10, 2023

Keywords: Crowdfunding; Motivation; Brand; Identification; Pride; Respect

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