The Concept of Brand Personality as an Instrument for Advanced Non-Profit Branding–An Empirical Analysis

Voeth, Markus; Herbst, Uta

doi:10.1300/j054v19n01_04

Cited by 55 publications

(37 citation statements)

References 21 publications

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“…For example, Voeth and Herbst (2008) A limitation of this study relates to the data collection methodology, which utilised an online research panel. This approach afforded several advantages, such as the ability to collect a national sample, randomly order responses and ensure questions were answered correctly.…”

Section: Conclusion and Limitationsmentioning

confidence: 99%

Self‐congruity and volunteering: a multi‐organisation comparison

Randle

Dolničar

2011

European Journal of Marketing

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Abstract1. Purpose: To examine: (1) if individuals who prefer different volunteering organisations have different self-concepts; (2) if individuals perceive their preferred volunteering organisation as more similar to their self-concept than other volunteering organisations; and (3) if self-congruity theory correctly predicts consumer (volunteer) behaviour differences across organisations and organisational missions. 2. Design/methodology/approach: We collected data on people's preferred volunteering organisation, their self-concept and their perceived image from eight volunteering organisations using an online selfcompletion survey. We then used chi-square tests and paired-sample t-tests to identify significant differences between groups. 3. Findings: Individuals who prefer different volunteering organisations differ significantly in their selfconcept. For the three volunteering organisations with high levels of awareness and distinct images, self-congruity theory held; that is, people who volunteer for them perceive those organisations as more similar to their self-concept than other volunteering organisations. For the four organisations with lower awareness and less-distinct images, we found a tendency towards self-congruity, but results were not significant. In one case, self-congruity theory did not hold, possibly due to the more "obligatory" nature of the volunteering task. Research limitations/implications:This research extends the application of self-congruity theory to the volunteering context. It identifies three key dimensions that affect the extent to which selfcongruity holds for volunteering organisations: brand awareness, image distinctiveness and whether the involvement is actually "voluntary". 5. Practical implications: Self-congruity theory has the potential to be a valuable tool in helping volunteering organisations increase their productivity through better targeted marketing strategies. 6. Originality/value: This study is the first to apply self-congruity theory to the volunteering sector at the organisation brand level, and gives practitioners an additional tool to improve the effectiveness of their marketing.

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Section: Conclusion and Limitationsmentioning

confidence: 99%

Self‐congruity and volunteering: a multi‐organisation comparison

Randle

Dolničar

2011

European Journal of Marketing

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“…Second, positive associations related with nonprofit brand might be developed in the minds of the people, therefore products and services of nonprofit organizations becomes more likely to be accepted by the society and the needy. Furthermore, strong brands also function as a basis to create new programs and services that will serve the needy (Voeth & Herbst, 2008). As a result, nonprofit organizations might broaden their range of activities, which will contribute to the societies' welfare.…”

Section: Branding In Nonprofit Sectormentioning

confidence: 99%

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

Apaydin¹

2011

ASS

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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.

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“…The relations were examined with the following model: The Data presented in Table 1 shows that the "gender" distribution of the sample as 189 male (%80, 8) and 45 female (%19, 2) out of 234 subjects. And the sample"s distribution according to the "status" consists of 47 unit chief (%17,5), 5 Group president (%2,1), 48 Group member (%20,5) and 140 Other (%59,8)…”

Section: Research Modelmentioning

confidence: 99%

An Examination on the Impact of Internal and External Environment Strategies Oncorporate Branding

Oktay¹

2017

IOSR JBM

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Especially after the Second World War, Strategic management approach has emerged as an important tool to keep the organizations ahead in the competitive environment.Strategic planningcovers all the process thathelps us to identify where the institution want to be in the future and how to carry the institution into that desired future by calculating the corporate resources, the organizations' internal and external potentials. It also contributes to the success of the institution in accordance with the adoption rate within the organization's internal staff. In this context, the branding of the institution as a component of strategic management and the good understanding of the brand identity by the internal staff are the important indicators in terms of organizational development.This study aims to investigate AFAD employees' perceptions of the Internal and External Environment Strategy andthese perceptions effect on corporate branding perception. The research was conducted with quantitative research design and the research group was composed of 234AFAD employees in total; 189 male participants (%80, 8) and 45 female participants (%19, 2). With this study, it is found out that there is a correlation between the sub-dimensions of internal and external strategies and the institutional branding, and it also reveals that the organization's internal and external environment strategies help to predict the institutional branding perception of the internal staff to a considerable extent.Keywords: Strategy, Management, Internal Image, Organization. I. Introduction Strategic ManagamentThe use of strategy and strategic management in enterprises goes back to very ancient times.Over the last fifty years, planning as one of the management function has undergone a change in definition respectively as follows: long-term planning, corporate planning, strategic planning and strategic management (Ülgenand Mirze, 2010).Plan is defined as "deciding mediums and strategies to attain the goals and roughly determine how to do what you want" (Eren, 2002, p. 17), and Planalso "involves an individual making a decision about his future from today, where to get and what to realize in the future" (Koçel, 2007, p. 93), and "planning is defined as an analysis of mediums and goals to attain the desired end" (Betz, 2001). As a term, strategy has begun to take place in the social sciences and the economical field since 1939-1940s. Although in some works it is possible to come across the strategy as a term, the term was first coined and used in its exact etymology as an economical term byboth economist and mathematician scientists, Neuman and Morgenstern (Dinçer, 2007, p.17). Both scientists define the strategy term by "comparing it to the two artists" rational behaviors to achieve maximum personal interest" (Akgemciand Güleş, 2010).According to Eren (2002), strategy involves mutual action and reaction relationship between the predetermined goals and the mediums that help to attain these goals. The strategy of an enterprise determines ...

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The Concept of Brand Personality as an Instrument for Advanced Non-Profit Branding–An Empirical Analysis

Cited by 55 publications

References 21 publications

Self‐congruity and volunteering: a multi‐organisation comparison

Self‐congruity and volunteering: a multi‐organisation comparison

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

An Examination on the Impact of Internal and External Environment Strategies Oncorporate Branding

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