Investigating the Relationship between Relational Marketing of Charities with Tendency toward Donations from Donors by the Mediating Role of Local Cultural Identity in Ilam

Document Type : Research Paper

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Abstract

The aim of this research is investigating the relationship between relational marketing of charities with tendency toward donations from donors by the mediating role of local cultural identity in Ilam. The research method is descriptive and correlational- Structural Equation Modeling. The population consisted of all donations in Ilam city, that by using Stratified sampling method 384 persons were selected for the sample. Data accumulation instrument is a questionnaire whose validity and reliability were confirmed by experts. Finally, the data sets were analyzed by using visual Pls software. The results of the research show a positive and significant relationship between relational marketing of charities with tendency toward donations from donors. Also, The local cultural identity has moderator role on the relationship between marketing of charities and tendency toward donations from donors.
 

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a scientific journal of ilam culture
Volume 18, Issue 54.55
October 2017
Pages 58-72

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