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

dc.contributor.authorMichaelidou, N., Micevski, M., & Cadogan, J. W.
dc.date.accessioned2019-02-04T17:24:10Z
dc.date.available2019-02-04T17:24:10Z
dc.date.issued2015
dc.description.abstractNonprofit 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 timeen_US
dc.identifier.citationMichaelidou, 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.urihttps://pdfs.semanticscholar.org/3007/a69d0058bf7e61260687d101ff2dc97dbe7e.pdf
dc.identifier.urihttp://hdl.handle.net/11212/4215
dc.language.isoenen_US
dc.publisherJournal of Business Researchen_US
dc.subjectnon-profiten_US
dc.subjectnonprofiten_US
dc.subjectbrandingen_US
dc.subjectbrand imageen_US
dc.subjectperceptionsen_US
dc.subjectdonationsen_US
dc.titleAn evaluation of nonprofit brand image: Towards a better conceptualization and measurementen_US
dc.typeArticleen_US

Files