Developing and validating a multidimensional nonprofit brand orientation scale (original) (raw)
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Journal of Nonprofit & Public Sector Marketing, 2015
In this article three generations of research addressing the marketing construct in nonprofit organizations are critically analyzed: (a) market orientation in nonprofit organizations, (b) societal orientation, and (c) research contributions aiming to close the existing practice-theory gap on this topic. A qualitative study among 24 nonprofit marketers is conducted in Canada and Germany to develop a construct labeled nonprofit marketing orientation. It includes the dimensions of brand orientation, supporters' orientation, commercial orientation, and service orientation. Furthermore, the authors describe the nomological net of nonprofit marketing orientation to present interconstruct relationships and to inform future research.
Nonprofit Brand Strength: What Is It? How Is It Measured? What Are Its Outcomes?
VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 2015
Nonprofit brand strength is conceptualized as the degree to which a nonprofit brand is well known to a target group, is perceived favorably by a target group, and is perceived to be remarkable by a target group. Hence, the authors conceptualize nonprofit brand strength as a priori having three dimensions: familiarity, remarkability, and attitude. The authors report the development of a nonprofit brand strength scale, using a series of charity brands, in three separate studies, supporting the scale's reliability and validity. The scale's ability to differentiate charities based on their respective nonprofit brand strength levels is demonstrated. Moreover, nonprofit brand strength is shown to be antecedent to a target group's affective dispositions and behavioral intentions toward the nonprofit brand. Résumé La force de la marque d'une organisation à but non lucratif est considérée comme le degré de reconnaissance de cette marque par un groupe cible, le degré de perception favorable et le degré de perception comme étant remarquable par ce Electronic supplementary material The online version of this article (
ProQuest Dissertations and Theses, 2022
Small to midsize nonprofit organizations must utilize their resources while cobranding with their employees in a reciprocal relationship. The problem addressed through this study was the unknown relationship between internal branding and nonprofit brand equity within nonprofit organizations. The purpose of this correlational quantitative study was to provide empirical evidence to identify if a relationship exists between internal branding and nonprofit brand equity within multiple small to mid-sized North Carolina 501(c)3 nonprofit organizations. The theoretical framework takes an inside out approach by using cognitive dissonance theory to explain the alignment employees make with an organization based on their desire to minimize dissonance. Two nonprofit organizations gave permission to partner with the researcher by distributing an online survey. The survey questionnaire measured internal branding combined with a survey that measured nonprofit brand equity based on a calculated index. The researcher analyzed data using IBM© SPSS® Statistics Version 28.0.1.1(14). The results of the research accepted the null hypotheses of the first three research questions. The questions addressed the variables of the nonprofit brand equity dimensions (nonprofit brand awareness, nonprofit brand trust, and nonprofit brand commitment) being statistically significant in their correlation to the nonprofit brand equity index score. The results of the fourth research question showed a positive strong correlation between internal branding and nonprofit brand equity. The conclusion of the study implies that efforts made to strengthen internal branding by the human resource department can have a positive effect with nonprofit brand equity in the finance department. Future research would benefit from enlarging the sample size by using this research study to increase awareness in the nonprofit sector of brand reliability.
Acta Polytechnica Hungarica, 2023
The not-for-profit sector has become crucial over these decades. These may be because of their importance, role, or impact they have on our society. Changes in the environment in which these organizations operate and increased competition have made them more difficult to secure funding to support their mission. This has forced them to think of ways or strategies to be more interesting and attractive to stakeholders. The application of some principles of for-profit organizations to not for-profit ones, such as marketing orientation and specifically brand orientation is essential. The purpose of this paper is to assess whether the not-for-profit organizations that operate in Albania are brand-oriented and whether this influence their performance. To conduct this research, an extensive review of literature on marketing, brand, and brand orientation in the not-for-profit sector was carried out. After that, it has become possible to build a conceptual model based on the elements of brand orientation suggested
Brand ‘infrastructure’ in nonprofit organizations: Challenges to successful brand building?
Journal of Marketing Communications, 2013
The particular purpose of this paper was to examine and explore the factors necessary within non profit organizations for successful branding, and challenges in their implementation. The approach was an appropriate inductive qualitative one, conducted through depth interviews with opinion formers. Whilst there has been some research into the variables necessary to successfully build brands, only limited work considers anything other than commercial branding contexts. The originality is that through this work both theory and practice of branding in non profit organizations will be better informed so that structures to support branding can be better managed. Factors considered important to branding were identified, particularly leadership, employees understanding and clear vision. It was interesting that respondents generally agreed that limited marketing budgets were not necessarily a major problem. The research also identifies variables that contribute to a conceptual model of non profit brand management, experiential and emotional branding in particular being notable as offering possible platforms for differentiation. The work is exploratory in nature and therefore whilst it informs understanding of brand management in a non profit context also forms a basis for wider empirical testing.
Developing a Marketing Strategy for Nonprofit Organizations: An Exploratory Study
Journal of Nonprofit & Public Sector Marketing, 2009
Nonprofit organizations have grown tremendously in the last three decades. With this growth has come a greater interest from the nonprofit sector in the importance of marketing. Nonprofits did not apply marketing techniques until 1960-70, but it is now a well accepted practice. Traditional marketing theories do not work for nonprofit organizations, and this study proposes the development of a new marketing theory specifically for this sector. Through the use of interviews and surveys, the authors examine issues of marketing strategy that are distinct for nonprofits. Unlike previous studies, this study examines these issues from the viewpoint of the nonprofit organization. The perception of marketing is different in nonprofit organizations, and the strategic implications of this finding are discussed.
Nonprofit brand strength’s moderational role
Ekonomski Vjesnik / Econviews - Review of Contemporary Entrepreneurship, Business and Economic Issues, 2015
The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has about the brand object. Brand attitude refers to the degree to which a brand object is perceived favorably by a target group. Brand remarkability refers to the degree to which a brand object is perceived by a target group to be extraordinary. In the brand management nomological net, brand strength acts as a moderator, influencing the strength of the relationship between marketing tactics (antecedents) and marketing outcomes (consequents). Brand strength’s inter-dimensional relationships are conceptualized. A brand strength strategy grid is presented, which informs brand management strategy based on a brand’s current levels of brand familiarity and brand remarkability.