Evaluations of branding alliances between non-profit and commercial brand partners: the transfer of affect (original) (raw)
Related papers
The Use of Brand Alliances to Change Perceptions of Nonprofit and Private Organizations
Journal of Applied Business and …, 2010
Journal of Brand Management, 2012
The impact of brand image fit on attitude towards a brand alliance
Determinants of cause co-branding success: a study of consumers’ attitudes in banking sector
2017
Journal of Marketing Research, 1998
Sustainability, 2021
Brand alliance and event management for social causes: Evidence from New Zealand
Public Relations Review, 2014
Corporate sponsorship effects on nonprofit brand credibility and perceived quality
Consumer Perceptions of Branding Alliances of Educational Institutions and Hotels in Hong Kong
International Journal of Business and Management, 2012
Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building?
Journal of Marketing Communications, 2013
Public Relations Review, 2014
Extending the view of brand alliance effects
International Marketing Review, 2007
A typology of brand alliances and consumer awareness of brand alliance integration
Marketing Letters, 2018
The Power of Associations in Creating, Building, and Sustaining Brand Value
Advances in Logistics, Operations, and Management Science
The Role of Branding in the Non-profit Organizations
2017
Nonprofit Brand Strength: What Is It? How Is It Measured? What Are Its Outcomes?
VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 2015
How brand familiarity influences advertising effectiveness of non-profit organizations
JESUS GARCIA DE MADARIAGA MIRANDA
International Review on Public and Nonprofit Marketing
The added value of brand alliances in higher education
Journal of Business Research, 2016
International Journal of Business and Management, 2010
Nonprofit brand strength’s moderational role
Ekonomski Vjesnik / Econviews - Review of Contemporary Entrepreneurship, Business and Economic Issues, 2015
Journal of Marketing Communications, 2010
Insights on NGO brand equity: a donor-based brand equity model
European Journal of Management and Business Economics
IAPNM 2017. XVI International Congress on Public and NonProfit Marketing
Maria Isabel Sanchez Hernandez
Zenodo (CERN European Organization for Nuclear Research), 2017
Good times and bad: responsibility in brand alliances
European Journal of Marketing, 2020
Rethinking non-profit brands through a volunteer lens: time for B2V
Journal of Marketing Management, 2021
Brand Image and Awareness in the Third Sector and their Influence on the Intention to Donate
Brazilian Business Review, 2015
BRAND EQUITY FOR NONPROFIT ORGANIZATIONS: ANTECEDENTS AND CONSEQUENCES FOR NGOs
Brand Alliance, a Strategy to Enter New Markets and a Tool for Positioning
Journal of Knowledge Management Economics and Information Technology, 2013