Kathy Murillo Acuña | Universidad Centroamericana (UCA) Nicaragua (original) (raw)
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Papers by Kathy Murillo Acuña
Responsibility and Sustainability,, Oct 6, 2022
Non-profit Organizations (NPO) are relevant entities in the dynamics of the social and economic p... more Non-profit Organizations (NPO) are relevant entities in the dynamics of the social and economic process of the countries at the global level. It is for this reason the purpose of this study is to provide a proposed for a model and scale of brand equity measurement for these organizations. The methodological process was a mixed approach at the exploratory-descriptive level, starting with the bibliographic review and development of qualitative techniques, continuing to the validation of their viability through semistructured interviews, conclude with a pilot test. Satisfactory results are shown for the model formed by the dimensions: brand personality, brand image, brand awareness, brand loyalty, perceived quality, brand commitment, brand trust, donation intent, volunteer intent and brand equity, the main findings are: The Interrater Agreement (IRA) of both groups exceeds the minimum required by 0.80 (experts 0.86 and volunteers 0.91) which allows affirming that there is a high degree of consistency in their evaluations. In addition, the instrument presented a level of internal consistency analyzed through Cronbach's Alpha with a highly satisfactory result of 0.981
It has been demonstrated that brand equity is important for any entity, here being included nonpr... more It has been demonstrated that brand equity is important for any entity, here being included nonprofit organizations, in this case particular NGOs. The present study aims to present a model to find brand equity for them, based on the models of Aaker (1991) and Faircloth (2005). After analyzing both models there have been identified five dimensions for the new scale: brand personality, brand image, brand awareness, brand loyalty and perceived quality. Another important aspect to mention refers to the notable results that derive from brand equity, and those are: fundraising, volunteers, projects and presence. The study has a cross-national character, between Spain and Nicaragua.
necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito... more necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito y que a la vez sea puede considerarse una campaña exitosa. Dicha campaña tiene como objetivo lograr que la ciudadanía española se vuelva consciente del dolor y partícipe en el apoyo hacia los millones de personas que padecen enfermedades olvidadas. A lo largo del documento se presenta una descripción de la campaña, se identifican algunos de los factores claves de ese éxito y además se muestra como el valor de marca puede suponer la diferencia para llevar a cabo distintos proyectos y campañas sociales con éxito.
It has been demonstrated that brand equity is important for any entity, here being included nonpr... more It has been demonstrated that brand equity is important for any entity, here being included nonprofit organizations, in this case particular NGOs. The present study aims to present a model to find brand equity for them, based on the models of Aaker (1991) and Faircloth (2005). After analyzing both models there have been identified five dimensions for the new scale: brand personality, brand image, brand awareness, brand loyalty and perceived quality. Another important aspect to mention refers to the notable results that derive from brand equity, and those are: fundraising, volunteers, projects and presence. The study has a cross-national character, between Spain and Nicaragua.
Case Studies by Kathy Murillo Acuña
Aware of the need to learn about real cases of nonprofit marketing activities which have been suc... more Aware of the need to learn about real cases of nonprofit marketing activities which have been successful and the same time are responsible and sustainable, is presented the campaign "Pastillas contra el dolor ajeno" this campaign was launched by the organization Médicos Sin Fronteras, by its results is considered a successful campaign. This campaign aims to ensure that Spanish citizens should become aware of the pain and participate in the support for the millions of people suffering from neglected diseases. Throughout the present document have a description of what the campaign, identifies some of the key factors in this success and also shows how the brand equity can make the difference for realize various projects and social campaigns with success.
Resumen
Conscientes de la necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito y que a la vez sean responsables y sostenibles, se presenta la campaña “Pastillas contra el dolor ajeno” que lanzó la organización Médicos Sin Fronteras y que, por sus resultados, puede considerarse una campaña exitosa. Dicha campaña tiene como objetivo lograr que la ciudadanía española se vuelva consciente del dolor y partícipe en el apoyo hacia los millones de personas que padecen enfermedades olvidadas. A lo largo del documento se presenta una descripción de la campaña, se identifican algunos de los factores claves de ese éxito y además se muestra como el valor de marca puede suponer la diferencia para llevar a cabo distintos proyectos y campañas sociales con éxito.
Research Reports by Kathy Murillo Acuña
Responsibility and Sustainability,, Oct 6, 2022
Non-profit Organizations (NPO) are relevant entities in the dynamics of the social and economic p... more Non-profit Organizations (NPO) are relevant entities in the dynamics of the social and economic process of the countries at the global level. It is for this reason the purpose of this study is to provide a proposed for a model and scale of brand equity measurement for these organizations. The methodological process was a mixed approach at the exploratory-descriptive level, starting with the bibliographic review and development of qualitative techniques, continuing to the validation of their viability through semistructured interviews, conclude with a pilot test. Satisfactory results are shown for the model formed by the dimensions: brand personality, brand image, brand awareness, brand loyalty, perceived quality, brand commitment, brand trust, donation intent, volunteer intent and brand equity, the main findings are: The Interrater Agreement (IRA) of both groups exceeds the minimum required by 0.80 (experts 0.86 and volunteers 0.91) which allows affirming that there is a high degree of consistency in their evaluations. In addition, the instrument presented a level of internal consistency analyzed through Cronbach's Alpha with a highly satisfactory result of 0.981
It has been demonstrated that brand equity is important for any entity, here being included nonpr... more It has been demonstrated that brand equity is important for any entity, here being included nonprofit organizations, in this case particular NGOs. The present study aims to present a model to find brand equity for them, based on the models of Aaker (1991) and Faircloth (2005). After analyzing both models there have been identified five dimensions for the new scale: brand personality, brand image, brand awareness, brand loyalty and perceived quality. Another important aspect to mention refers to the notable results that derive from brand equity, and those are: fundraising, volunteers, projects and presence. The study has a cross-national character, between Spain and Nicaragua.
necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito... more necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito y que a la vez sea puede considerarse una campaña exitosa. Dicha campaña tiene como objetivo lograr que la ciudadanía española se vuelva consciente del dolor y partícipe en el apoyo hacia los millones de personas que padecen enfermedades olvidadas. A lo largo del documento se presenta una descripción de la campaña, se identifican algunos de los factores claves de ese éxito y además se muestra como el valor de marca puede suponer la diferencia para llevar a cabo distintos proyectos y campañas sociales con éxito.
It has been demonstrated that brand equity is important for any entity, here being included nonpr... more It has been demonstrated that brand equity is important for any entity, here being included nonprofit organizations, in this case particular NGOs. The present study aims to present a model to find brand equity for them, based on the models of Aaker (1991) and Faircloth (2005). After analyzing both models there have been identified five dimensions for the new scale: brand personality, brand image, brand awareness, brand loyalty and perceived quality. Another important aspect to mention refers to the notable results that derive from brand equity, and those are: fundraising, volunteers, projects and presence. The study has a cross-national character, between Spain and Nicaragua.
Aware of the need to learn about real cases of nonprofit marketing activities which have been suc... more Aware of the need to learn about real cases of nonprofit marketing activities which have been successful and the same time are responsible and sustainable, is presented the campaign "Pastillas contra el dolor ajeno" this campaign was launched by the organization Médicos Sin Fronteras, by its results is considered a successful campaign. This campaign aims to ensure that Spanish citizens should become aware of the pain and participate in the support for the millions of people suffering from neglected diseases. Throughout the present document have a description of what the campaign, identifies some of the key factors in this success and also shows how the brand equity can make the difference for realize various projects and social campaigns with success.
Resumen
Conscientes de la necesidad de conocer casos reales de actividades de marketing no lucrativo que hayan tenido éxito y que a la vez sean responsables y sostenibles, se presenta la campaña “Pastillas contra el dolor ajeno” que lanzó la organización Médicos Sin Fronteras y que, por sus resultados, puede considerarse una campaña exitosa. Dicha campaña tiene como objetivo lograr que la ciudadanía española se vuelva consciente del dolor y partícipe en el apoyo hacia los millones de personas que padecen enfermedades olvidadas. A lo largo del documento se presenta una descripción de la campaña, se identifican algunos de los factores claves de ese éxito y además se muestra como el valor de marca puede suponer la diferencia para llevar a cabo distintos proyectos y campañas sociales con éxito.