Zogaj, Adnan; Tscheulin, Dieter K.; Lindenmeier, Jörg; … - In: Journal of Business Economics 91 (2020) 3, pp. 379-400
Nonprofit organizations need loyal donors to accomplish their mission and goals. However, organizations lose up to 60% of their first-time donors. Therefore, a deeper understanding of the determinants of donor loyalty is necessary. This study tests whether actual self-congruence, ideal...