Abstract:

The political changes that took place in Tunisia since 2011 have led to the development of the civic activism and, on the establishment of tens of humanitarian associations in the country. This research examines the effects of non-for-profit brand image on Tunisians’ giving behavior in terms of money and time. The study also explores the role of political and religious vocation in the donor’s choice of the organization. 215 questionnaires have been collected. Results show that nonprofit brand image has a significant direct effect on both intentions to give money and to give time. Findings also indicate that the intention of charity giving is influenced by a religious vocation of an organization. No significant relationships between gender and political affiliation have been noted.