Internal Branding as A Determinant of Nonprofit Brand Equity: A Quantitative Correlational Study of Small To Mid-Sized North Carolina 501(C)3 Nonprofit Organizations (original) (raw)
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The Role of Internal Branding in Nonprofit Brand Management: An Empirical Investigation
Nonprofit and Voluntary Sector Quarterly, 2013
Internal branding refers to an organization's attempts to persuade its staff to buy-in to the organization's brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff's emotional brand attachment, staff service involvement and the moderating effect of charismatic leadership on the brand orientation behaviour-organizational performance relationship using data obtained from the representatives of 301 UK nonprofit organizations. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.
Internal branding refers to an organization's attempts to persuade its staff to buyin to the organization's brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff's emotional brand attachment, staff service involvement, and the moderating effect of charismatic leadership on the brand orientation behavior-organizational performance relationship using data obtained from the representatives of 301 nonprofit organizations in the United Kingdom. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.
2015
Internal branding refers to an organization’s attempts to persuade its staff to buy-in to the organization’s brand value and transform it into a reality. Drawing from self-determination theory and leadership theory, we seek to develop a deeper understanding of the process of internal branding in the nonprofit sector. More specifically, we propose and examine the mediating effects of the staff’s emotional brand attachment, staff service involvement and the moderating effect of charismatic leadership on the brand orientation behaviour-organizational performance relationship using data obtained from the representatives of 301 UK nonprofit organizations. On a general level, the findings suggest that staff emotional brand attachment and staff service involvement are linked to brand orientation and organizational performance. Moreover, charismatic leadership increases the strength of this linkage. All of these findings extend the literature on internal branding.
Developing and validating a multidimensional nonprofit brand orientation scale
Journal of Business Research, 2005
Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more ''businesslike'' and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a ''quick-fix'' elixir in this regard, it does have the potential to make a useful and ongoing contribution to organizational performance in the nonprofit sector. Indeed, marketing scholars have for some time now been examining the role, function, relevance and transferability of various marketing principles and practices to nonprofit organizations. Surprisingly, the concept of brand management has been largely overlooked in this process. Using Keller's [Harv. Bus. Rev. 78 (2000) 147] brand report card (BRC) as a point of departure, this article describes the development of a reliable, valid and generalizable multidimensional scale to assess nonprofit brand orientation (NBO). Findings from two empirical surveys are presented, conclusions drawn and future research directions outlined. D
An evaluation of nonprofit brand image: Towards a better conceptualization and measurement
Journal of Business Research, 2015
Nonprofit brand image plays an important role in shaping consumers' charitable donations and therefore nonprofit organizations must be aware of how consumers perceive them. This research examines nonprofit brand image and reports findings from three empirical studies, which aim to offer a better conceptualization and measurement of the concept. Study 1 investigates the psychometric properties of the Michel and Rieunier's (2012) nonprofit brand image scales with a sample from the UK, and reports key methodological limitations. Specifically, discriminant and convergent validity tests highlight the need for further research into the dimensionality of the nonprofit brand image measures. Subsequently, studies 2 and 3 offer an improved conceptualization and measurement of nonprofit brand image and validate the scales via the use of 2 separate data sets. The new measures consists of 6 dimensions namely, usefulness, efficiency, affect, dynamism, reliability and ethicality which are significantly related to intentions to donate money and time.
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.
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 (
2014
This paper explores the application of the Employer Branding model in nonprofit organizations. We focus on attributes of the organization that may affect its attractiveness, identification with the organization, and promotion. We conducted a questionnaire-based survey on actual and potential aidworkers from Emergency, an Italian charity that offers free medical assistance to war victims. The questionnaire included measures of organizational identification, attractiveness, symbolic and instrumental attributes and intentions to promote the organization. Results showed that the attractiveness of the organization depended on symbolic rather than instrumental attributes. Unlike previous research on Employer Branding, however, instrumental attributes did not influence the attractiveness of the organization and, additionally, decreased promotion. These findings may contribute to extending the Employer Branding model by including a psychosocial perspective and also suggest important managem...
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.