An evaluation of nonprofit brand image: Towards a better conceptualization and measurement
Date
2015
Journal Title
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Publisher
Journal of Business Research
Abstract
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
Description
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Keywords
non-profit, nonprofit, branding, brand image, perceptions, donations
Citation
Michaelidou, N., Micevski, M., & Cadogan, J. W. (2015). An evaluation of nonprofit brand image: Towards a better conceptualization and measurement. Journal of Business Research, 68(8), 1657-1666.