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

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dc.contributor.author Michaelidou, N., Micevski, M., & Cadogan, J. W.
dc.date.accessioned 2019-02-04T17:24:10Z
dc.date.available 2019-02-04T17:24:10Z
dc.date.issued 2015
dc.identifier.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. en_US
dc.identifier.uri https://pdfs.semanticscholar.org/3007/a69d0058bf7e61260687d101ff2dc97dbe7e.pdf
dc.identifier.uri http://hdl.handle.net/11212/4215
dc.description.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 en_US
dc.language.iso en en_US
dc.publisher Journal of Business Research en_US
dc.subject non-profit en_US
dc.subject nonprofit en_US
dc.subject branding en_US
dc.subject brand image en_US
dc.subject perceptions en_US
dc.subject donations en_US
dc.title An evaluation of nonprofit brand image: Towards a better conceptualization and measurement en_US
dc.type Article en_US


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