A Proposed Model of Antecedents and Outcomes of Brand Orientation for Nonprofit Sector

Abstract

Most literature focuses on the branding in the profit sector, while few efforts have been spent on studies in the nonprofit sector which has been in the rise in the last decades and constitutes a remarkable percentage of the economy in many developed countries. Nonprofit organizations are in essence a kind of an indicator of how developed a country is, so it might be accepted that in underdeveloped countries and developing countries they are not well established yet, so analyzing the well established nonprofit organizations will also usher the ones which are at still birth age. An issue which should be analyzed about nonprofit organizations is the application of a significant marketing concept of brand orientation. The proposed research aims to highlight the importance of branding and brand orientation for nonprofit organizations and to bring to surface the antecedents and the outcomes of being brand oriented in nonprofit sector. A comprehensive literature review was done and a conceptual model is proposed in this literature review.

Charity brand personality: can smaller charitable organizations leverage their brand's personality to influence giving

“…Once the brand personality is clearly defined, the organization should be focused on delivering that message at every touch point with the public. Performance will be greater for nonprofit organizations pursuing an integrated brand orientation approach (Apaydin, ).…”

“…Given the limited empirical data available on charity brand personality and its role in influencing donors (Kylander and Stone, ), and the growing popularity in marketing literature advocating the adoption of for‐ profit branding strategies by nonprofit practitioners (Khan and Ede, ; Apaydin, ), the topic warrants further research. Additionally, since prior studies used large, well know, national charities, it may be of value to explore whether their findings are transferrable to smaller, local scope charities without the benefit of national brand recognition.…”

Nonprofit marketing research: developing ideas for new studies

“…For example, the degree to which an organization is marketing oriented or brand oriented (an antecedent) may influence the degree to which the organization communicates with its current and potential supporters (mediator), which, in turn, influences supporter (donors and volunteers) retention (outcome variable). Other organizationrelated antecedents include the type of nonprofit organization, the type of clients it serves, its mission, its leadership style, and so forth (Apaydin 2011;da Silva et al 2020;Napoli 2006).…”

Brand orientation: a systematic literature review and research agenda

“…Since the inception of this concept, different studies have analysed the same concept in diverse contexts (Cant et al, 2013;Gromark and Melin, 2013;Jain et al, 2018;King et al, 2013;Napoli, 2006). In addition to empirical implications, several models were proposed to measure brand orientation, and its barriers, antecedents and outcomes (Apaydin, 2011;Boso et al, 2016;Harrison-Walker, 2014b;Huang and Tsai, 2013). Therefore, given the diversity of empirical and theoretical production over 20 years, we understand that it is necessary not only to systematize the content produced but also to further understand the relationship between the published research and the main thematic areas.…”

“…Since the inception of this concept, different studies have analysed the same concept in diverse contexts (Cant et al , 2013; Gromark and Melin, 2013; Jain et al , 2018; King et al , 2013; Napoli, 2006). In addition to empirical implications, several models were proposed to measure brand orientation, and its barriers, antecedents and outcomes (Apaydin, 2011; Boso et al , 2016; Harrison-Walker, 2014b; Huang and Tsai, 2013).…”