An evaluation of nonprofit brand image: Towards a better conceptualization and measurement

Michaelidou, Nina; Micevski, Milena; Cadogan, John W.

doi:10.1016/j.jbusres.2015.03.024

Cited by 43 publications

(63 citation statements)

References 58 publications

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“…According to Van Iwaarden, van der Wiele, Williams, and Moxham (2009), there is a need for charitable organisations to be more efficient and effective in their management, because the vast majority of individual donors consider it important to have information on how the organisation uses the donations. It is also important for the organisation to have transparent management, in particular for its reputation (Trussel & Parsons, 2007) and brand (Huang & Ku, 2016;Michaelidou, Micevski, & Cadogan, 2015). This transparency helps ensure that the donors realise that their contribution will make a difference.…”

Section: External Motivators Of Donationmentioning

confidence: 99%

External motivators for donation of money and/or goods

Mainardes

Laurett

Degasperi

et al. 2016

J of Philanthropy and Mktg

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This research sought to identify and group the external motivators that encourage individuals in emerging countries to donate money and/or goods. Therefore, 46 external variables were identified in the literature that motivate an individual to donate. They were grouped by similarity into five external donation motivating factors (environmental and/or political motivation, the cause or circumstances of the donation, the organisation's characteristics, influence from third parties, and personal rewards) that resulted in a proposed donation model. This model was supported by semi‐structured interviews with 22 individuals who donate money and/or goods frequently. The results supported the existence of the five proposed factors in the model and three new variables were identified: a “lack of government support,” “service for the donor” and “donation tuition with low value.”

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Section: External Motivators Of Donationmentioning

confidence: 99%

External motivators for donation of money and/or goods

Mainardes

Laurett

Degasperi

et al. 2016

J of Philanthropy and Mktg

View full text Add to dashboard Cite

show abstract

“…Literature on nonprofit branding (e.g., Keller et al, 2013;Laidler-Kylander & Simonin, 2009;Michaelidou, Micevski, & Cadogan, 2015;Stebbins & Hartman, 2013;Venable et al, 2005) similarly underscores the importance of knowledge. This research is premised on the notion that brands are important because they build consumers' knowledge to generate consumer-based brand equity (Keller, 1993).…”

Section: Trustmentioning

confidence: 99%

Knowledge Is Power: Why Public Knowledge Matters to Charities

Bourassa¹,

Stang²

2016

Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?

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The nonprofit sector is grappling with public perceptions of trust, accountability, and transparency. From the perspective of the sector, public ratings of accountability and transparency are often lower than expected, and as a result, the public's trust and its ensuing support may be dwindling. What appears to be missing from these discussions, however, is the role of knowledge. Drawing on theories and frameworks from consumer behavior and advertising, this study anticipates knowledge will moderate the effects of trust, transparency, and accountability on public support. Using telephone survey data from 3853 members of the Canadian public, the findings of this study demonstrate that knowledge does in fact have a moderating effect-for those respondents who reported high levels of knowledge about the sector, measures of trust, accountability, and transparency reliably predicted donation amount and volunteer status over and above the effect of demographic variables. For those respondents who reported low levels of knowledge, donation amount and volunteer status were predicted by demographic variables alone.

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“…Brand image is crucial in an organization in terms of ability to form attitudes of consumers toward the brand, product and service and to influence their behavioral components towards the organization (Michaelidou et al, 2015(Michaelidou et al, , pp. 1657.…”

Section: Brand Imagementioning

confidence: 99%

Exploring the Relationships Among the Antecedents of Brand Loyalty: A Research on an Apparel Brand

Taşkin¹,

Emel²,

Karadamar³

et al. 2016

IJASOS

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There is a severe competition in apparel industry both in the world and Turkey. With the consumers' increasing needs, wants and the change of their needs from functional to symbolic benefits, clothing style has become an important way of expressing personal identity. Thus, companies which are operating in the apparel industry are being forced to imply efficient marketing strategies and to increase the loyalty of their customers for their brands. Brand loyalty generates numerous benefits like erecting barriers to competitors, generating greater sales and revenues, reducing customer acquisition costs, and inhibiting customers' susceptibility to marketing efforts of competitors. Because of these reasons, it has been used by companies as a strategic tool to obtain sustainable competitive advantages in markets. It is also argued in the extant literature that a critical issue for the continued success of a firm is its capability to retain its current customers and make them loyal to its brands. Understanding how those factors affect brand loyalty will help companies in gaining competitive advantages.The aim of this study is to explore the relationships among the antecedents of brand loyalty on an apparel brand that is very popular among university students. Brand communication, brand image, brand trust are taken as the antecedents of brand loyalty in the research model. Main sample of the research consists of university students in Bursa. Hypotheses are tested with the help of structural equation modelling. This study is expected to make academic and practical contributions to the existing branding literature and the companies in apparel industry, Turkey in particular.

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An evaluation of nonprofit brand image: Towards a better conceptualization and measurement

Cited by 43 publications

References 58 publications

External motivators for donation of money and/or goods

External motivators for donation of money and/or goods

Knowledge Is Power: Why Public Knowledge Matters to Charities

Exploring the Relationships Among the Antecedents of Brand Loyalty: A Research on an Apparel Brand

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