Browsing by Subject "marketing"

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Brand image management for nonprofit organizations: Exploring the relationships between websites, brand images and donations

Huang, S. L., & Ku, H. H. (Journal of Electronic Commerce Research, 2016)

In this highly competitive and resource scarce environment, nonprofit organizations (NPOs) must create a positive brand image in order to gain the public's favor and trust, and, consequently, more donations. This study ...
The Business of Being Good: CRM Strategies and For-Profit Organizations

Crepeau, Danielle (2018)

Many studies have measured the impact of cause related marketing (CRM) strategies on nonprofit organizations, however few have been able to measure the impact that these strategies can have on the for-profit organizations ...
The public's trust in nonprofit organizations: The role of relationship marketing and management

Bryce, H. J. (California Management Review, 2007)

This article argues that the nature and significance of the public's trust in nonprofit organizations depends upon its experiences with them.

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