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...

Endorsers such as social media influencers who aim to match consumers’ personality to strengthen their credibility must consider that actual self-congruence and ideal self-congruence have different effects on the main dimensions of credibility: perceived trustworthiness and perceived...

This study aims to analyze the effects of ideal and actual self-congruence and functional congruence on the volunteering intentions of university students. The empirical analysis is based on a sample of 735 students from universities in southwestern Germany. The current paper shows that...