Quotation Schultz, Christian, Einwiller, Sabine, Seiffert-Brockmann, Jens, Weitzl, Wolfgang. 2019. When reputation influences trust in nonprofit organizations. The role of value attachment as moderator. Corporate Reputation Review. - (-), 1-12.




The research assesses the role of reputation to influence trusting beliefs in nonprofit organizations and to generate supportive behavior, i.e., donating, volunteering and defending against criticism, depending on people’s value attachment with the organization. To test the theoretical model, a telephone survey was conducted among a representative sample of the Swiss public (N = 583) regarding eight fundraising charitable organizations. Results show that reputation, conceptualized as a multidimensional construct comprising the cognitive assessment of an organization’s utility, management and public perception, engendered trusting beliefs, which are the antecedents of supportive behavioral intentions. This relationship between reputation and trusting beliefs was moderated by a person’s value attachment with an organization: when value attachment was low there was a stronger impact of reputation on trust in the organization than when value attachment was high. The study sheds light on the moderating role of value attachment for the relationship between reputation and trust and extends the body of research on what drives people’s support for nonprofit organizations.


Press 'enter' for creating the tag

Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Corporate Reputation Review
WU-Journal-Rating new MAR-D, STRAT-D
Language English
Title When reputation influences trust in nonprofit organizations. The role of value attachment as moderator
Volume -
Number -
Year 2019
Page from 1
Page to 12
Reviewed? Y
DOI https://doi.org/10.1057/s41299-019-00067-z
Open Access N


Weitzl, Wolfgang (Former researcher)
Einwiller, Sabine (University of Vienna, Austria)
Schultz, Christian (-, Germany)
Seiffert-Brockmann, Jens (University of Vienna, Austria)
Research areas (ÖSTAT Classification 'Statistik Austria')
5300 Economics (Details)
5308 Management sciences (Details)
5320 Marketing (Details)
5338 Science of advertising (Details)
Google Scholar: Search