Kırcova, İ.Gürce, M.Y.2024-06-132024-06-1320192509-787310.1007/978-981-13-7924-6_92-s2.0-85090267222https://doi.org/10.1007/978-981-13-7924-6_9https://hdl.handle.net/11501/989According to resource-based theory, reputation is an important intangible resource. As an intangible resource, it can provide a more sustainable source of competitive advantage in firms and can be used as a relationship management tool in public relations. With a recent history of scandal in firms face pressure to maximize the positive esteem in which they are held by the public. Companies make alliances with other firms or non-profits to promote mutual interests in products or services offered and in the public perception of their legitimacy. Accordingly, as part of their corporate social responsibility, many firms practice non-profit and brand alliances, in which organizations donate to a chosen cause with every consumer purchase. According to this, the study proposed a model of a non-profit and brand alliance based on relations to attitudes toward the brand, brand trust, and perceived quality of the brand variables. The results indicate that when brands alliance with a good reputation non-profit consumers tend to be more positive to brands according to their demographic characteristics. © 2019, Springer Nature Singapore Pte Ltd.eninfo:eu-repo/semantics/closedAccessCorporate social responsibilityNon-profit and brand alliancesReputation managementBook Chapter171N/A157