Nonprofit Brand Strength: What Is It? How Is It Measured? What Are Its Outcomes?
Abstract
Nonprofit brand strength is conceptualized as the degree to which a nonprofit brand is well known to a target group, is perceived favorably by a target group, and is perceived to be remarkable by a target group. Hence, the authors conceptualize nonprofit brand strength as a priori having three dimensions: familiarity, remarkability, and attitude. The authors report the development of a nonprofit brand strength scale, using a series of charity brands, in three separate studies, supporting the scale’s reliability and validity. The scale’s ability to differentiate charities based on their respective nonprofit brand strength levels is demonstrated. Moreover, nonprofit brand strength is shown to be antecedent to a target group’s affective dispositions and behavioral intentions toward the nonprofit brand. © 2015 International Society for Third-Sector Research and The Johns Hopkins University
Supplementary resources (2)
... Other studies have noted the importance of specific nonprofit branding elements. Wymer et al. (2016) used past research to define brand image as a "necessary but insufficient condition for increasing brand strength" (p. 1451) and noted the importance of its brand attributes. ...
... 1451) and noted the importance of its brand attributes. In the specific area of nonprofit branding, Wymer et al. (2016) noted consumers often compare nonprofit brands to assess the strength of the organization. In addition, these researchers found nonprofit brand strength is based on the threedimensional construct of familiarity, attitude, and remarkability, in addition to other attributes (Wymer et al., 2016). ...
... In the specific area of nonprofit branding, Wymer et al. (2016) noted consumers often compare nonprofit brands to assess the strength of the organization. In addition, these researchers found nonprofit brand strength is based on the threedimensional construct of familiarity, attitude, and remarkability, in addition to other attributes (Wymer et al., 2016). Furthermore, Michaelidou et al. (2015) found six dimensions-usefulness, efficiency, affect, dynamism, reliability, and ethicality-best at describing nonprofit branding, and these were applied to this study. ...
... However, we contend that conceptualizations that define brand awareness as solely brand recall/recognition have limited applicability in the NGO/NPO domain; mere brand recognition is not enough for donors. It is therefore necessary to consider a broader dimension of the traditional brand awareness concept, such as the concept of brand familiarity, to incorporate a facet of knowledge magnitude (Keller, 2003) and to determine brand prominence in donor memory (Wymer et al., 2016;Gregory et al., 2020). ...
... Hence, we propose a new brand familiarity construct that includes whether NGO donors recognize a brand, to what extent they know what the brand does and whether they recognize and approve of the NGO's moral mission. Thus, our brand familiarity construct includes a recall and recognition dimension (Aaker, 1991;Boenigk and Becker, 2016;Yoo et al., 2000), a brand strength dimension and a brand identification dimension (Wymer et al., 2016;Gregory et al., 2020), allowing us to determine not only whether an NGO's brand is recognized but also to what extent a donor is familiar with its purpose (Sargeant and Lee, 2002;Wymer et al., 2016). ...
... Hence, we propose a new brand familiarity construct that includes whether NGO donors recognize a brand, to what extent they know what the brand does and whether they recognize and approve of the NGO's moral mission. Thus, our brand familiarity construct includes a recall and recognition dimension (Aaker, 1991;Boenigk and Becker, 2016;Yoo et al., 2000), a brand strength dimension and a brand identification dimension (Wymer et al., 2016;Gregory et al., 2020), allowing us to determine not only whether an NGO's brand is recognized but also to what extent a donor is familiar with its purpose (Sargeant and Lee, 2002;Wymer et al., 2016). ...
Purpose
The growth in the number of nongovernmental organizations (NGOs) worldwide has led to increased competition for donations. A stronger NGO brand equity will make donors more attracted to an organization, compelling them to increase both their donations and their commitment. The goal of this study is to propose a novel donor-based brand equity model. The present study takes into consideration the special characteristics that donors confer to NGOs—specific examples of nonprofit organizations (NPOs) that demand higher moral capital. The suggested framework considers the donor's perspective of NGO brand equity and identifies new dimensions: familiarity (recall, brand strength and brand identification), associations (authenticity, reputation and differentiation) and commitment (attitudinal, emotional) by building on previous NPOs and consumer-based brand equity models.
Design/methodology/approach
Based on the analysis of the literature, the authors propose an NGO donor-based brand equity model, which the authors test with a convenience sample of 137 individuals through partial least squares structural equation modeling.
Findings
The results of this study demonstrate the positive effects of brand reputation, brand differentiation, brand identification and brand commitment on donor-based brand equity.
Practical implications
The novel proposed model will help NGO managers better understand the sources of brand equity from the donor's perspective and more efficiently manage their resources and activities to strengthen their NGO's brand equity.
Originality/value
This paper provides a novel, multidimensional NGO donor-based brand equity model that is oriented to the specific characteristics of NGOs; this orientation distinguishes it from previous NPOs and commercial brand equity models.
... Boenigk and Becker (2016) highlight that there has been a paradigm shift in not-for-profit branding, raising the brand to the level of a strategic asset, as it can provide guidance and further cohesion among staff while externally offering orientation to various stakeholders. Wymer et al. (2015) note that there is still uncertainty surrounding what constitutes a strong not-for-profit brand. ...
This paper analyses how a public institutional sponsor can benefit
from sponsoring an international sporting event – a marathon – among its territorial policy targets. The heterogeneity of the local participants is considered from two perspectives: their level of involvement with the event and their type of participation, i.e., spectator/runner. Based on a sample of 507 local respondents (spectators and runners) and using structural equation modelling,
the paper concludes that the higher the involvement with the sporting event, the higher the sponsor perceived reputation, and the higher its brand equity in each of the following four dimensions: sponsor perceived image, trust, perceived
quality, and brand personality. However, being a runner or a spectator does not moderate the positive relationship between the involvement with the event and the sponsor perceived reputation. These results highlight the relevance that
sports sponsorship can have in terms of public branding.
We developed and tested a conceptual model’s influence on a sample of active volunteers’ retention intentions and on their intentions to support their organizations in other ways (e.g. donations). Approximately 200 nonprofit organizations were contacted to participate in this study by asking their volunteers to complete our online survey. This resulted in over 600 completed questionnaires. Data were analyzed using PLS-SEM techniques. We examined the influence of brand strength on six outcome variables (1-year retention intentions, 5-year retention intentions, donation intentions, bequest intentions, volunteer recruitment intentions, and word-of-mouth intentions). Brand strength’s effects on all the outcome variables were significant. The influence of brand strength on bequest and donation intentions was partially mediated through its influence on organizational transparency. Additionally, the influence of seven proposed moderators (organizational transparency, volunteer morale, organizational socialization, training program quality, organizational trust, confidence in leadership, organizational pride, and value congruence) was also tested, with mixed results.
Today's competitive conditions governing the banking industry have led banks to use new tools to maintain and enhance their competitive advantage. In this regard, brands and employee behaviors are among the most critical factors in creating a competitive advantage. Meanwhile, service organizations such as banks have realized the importance of these factors in increasing competitive advantages. This study aims to provide a model of the critical determinants and consequences of brand citizenship behavior. Brand Citizenship Behavior (BCB) is among the concepts that seek to find ways to improve a brand's position in the market, and it is defined as the voluntary behaviors of employees to achieve the goals of the organization's brand. This research's statistical population is Day Bank employees in Tehran, of which 253 were selected as samples using the Cochran formula and the cluster random sampling method. The data were collected using a standard questionnaire. In order to determine validity, structural, convergent, and divergent methods were used. Cronbach's alpha coefficient and composite reliability were used to investigate the reliability. Using Smart-PLS software, data analysis, and hypothesis testing were done through structural equation modeling. The results indicate that internal brand management significantly affects brand citizenship behavior. Brand citizenship behavior significantly affects brand strength, commitment, and pride. The mediating role of brand citizenship behavior in the relationship between internal brand management and brand strength was also confirmed. However, its mediating role in the relationship between internal brand management and brand commitment and the relationship between internal brand management and brand pride was not confirmed.
A sample of young adults were surveyed to test the influence of brand familiarity and brand remarkability on a charity fundraising appeal’s audience outcomes. The mediation effect of brand attitudes was also examined as well as the moderation effects of personal impulsiveness and social media engagement. The results show that the influence of brand familiarity on audience outcomes was partially mediated through brand attitudes. Brand remarkability’s influence on audience outcomes was fully mediated through brand attitudes. Moderation effects were not found to be significant. However, post hoc testing found a direct effect of social media engagement on two audience outcomes: campaign sharing intentions and word-of-mouth intentions. Managerial implications of our findings are provided.
This paper examines the antecedents and consequences of customer intentions to write fake online reviews on Agoda.com as a case in the hospitality context. Brand nostalgia, brand strength, moral attitude, review-related skepticism, and perceived unfairness were represented as antecedents of customer intentions, while boycott behavior, willingness to pay a price premium, and customer satisfaction were represented as consequences of their intentions. Data was gathered using a structured survey from 373 Italian, 440 French, and 392 British customers. Findings present significant insights into customer intentions to write fake online reviews. In addition, multi-group analysis highlights the differences among nationalities. This paper provides valuable insights for industry professionals and policymakers in the hospitality industry.
Study booklet with regard to the UX Design (B.A.) and Digital Games Business (B.A.) degree programs (in German).Vindigni, G. (2024): Marketing and User-generated Content Management(168 p.).
Der Paradigmenwechsel von traditionellen Marketingstrategien hin zum innovativen digitalen Marketing hat eine Vielzahl von Unterarten in den letzten zehn Jahren hervorgebracht, wie z. B. das Content Marketing, das insbesondere kundenintegrativ mittels des Prosumers in Form des User-Generated Content Marketings zum Einsatz kommt. Der Grund in Bezug auf den Einsatz von Digital Content Marketingmaßnahmen begründet sich aus der Tatsache, dass die Bevölkerung einen simplifizierten Zugang zum Internet sowie dessen cyber-physischen Plattformen und Angeboten hat. Dies ermöglicht Unternehmen und Einzelpersonen eine effektive und effiziente Vermarktung ihrer Produkte. Content Marketing wird sowohl von Online-Marktplätzen wie Amazon, Ebay, Facebook etc. als auch von Einzelpersonen genutzt, um ihre jeweiligen Produkte sowie das damit verbundene Leistungsversprechen zu bewerben. Es bietet des Weiteren Vorteile wie u. a. Kosteneffizienz, eine einfache Zielgruppenansprache, die Überwindung räumlicher und zeitlicher Barrieren sowie eine heuristische Komplexitätsreduktion der Kommunikationsmaßnahmen. Content Marketing zeichnet in diesem Fokus die innovative Marketingmaßnahme aus, hier in Konvergenz mit dem User-generated Content Management, das Formen der Kundenintegration, die fachlich u. a. als Co-Creation, Open Innovation- und/oder User Innovation bezeichnet werden, partizipativ unternehmerisch einschließt [88]. Die Entwicklung des digitalen Content Marketingmanagements wird zunehmend für die gegenwärtige Lebens- und Arbeitswirklichkeit relevanter und in diesem Kontext ebenfalls interessanter für digitale Marketingagenturen [...].
A variety of rules have been suggested for determining the sample size required to produce a stable solution when performing a factor or component analysis. The most popular rules suggest that sample size be determined as a function of the number of variables. These rules, however, lack both empirical support and a theoretical rationale. We used a Monte Carlo procedure to systematically vary sample size, number of variables, number of components, and component saturation (i.e., the magnitude of the correlation between the observed variables and the components) in order to examine the conditions under which a sample component pattern becomes stable relative to the population pattern. We compared patterns by means of a single summary statistic, g², and by means of direct pattern comparisons using the kappa statistic. Results indicated that, contrary to the popular rules, sample size as a function of the number of variables was not an important factor in determining stability. Component saturation and absolute sample size were the most important factors. To a lesser degree, the number of variables per component was also important, with more variables per component producing more stable results.
The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addition to the known problems related to sample size and power, is that it may indicate an increasing correspondence between the hypothesized model and the observed data as both the measurement properties and the relationship between constructs decline. Further, and contrary to common assertion, the risk of making a Type II error can be substantial even when the sample size is large. Moreover, the present testing methods are unable to assess a model's explanatory power. To overcome these problems, the authors develop and apply a testing system based on measures of shared variance within the structural model, measurement model, and overall model.
Brand equity has been criticized by some for an alleged lack of managerial relevance. This paper reports a study which operationalizes brand equity and empirically tests a conceptual model adapted from the work of Aaker (1991) and Keller (1993) considering the effect of brand attitude and brand image on brand equity. The results indicate that brand equity can be manipulated at the independent construct level by providing specific brand associations or signals to consumers and that these associations will result in images and attitudes that influence brand equity. The results suggest that focusing on the constructs that create brand equity is more relevant to managers than trying to measure it as an aggregated financial performance outcome.
Confirmatory factor analysis in two large samples (N = 411 and N = 1,235) was conducted to examine the convergent and discriminant validity of the 74-item (revised) and 41-item (reduced) versions of the substitutes for leadership scales recently developed by Podsakoff, Niehoff, MacKenzie, and Williams (1993), and Podsakoff, MacKenzie, and Fetter (1993). Following this, the reliabilities and subscale intercorrelations of the two versions of the scale were compared in order to determine how faithfully the 41-item version represents the 74-item scale. Next, the reliabilities of both versions were compared with the reliability of Kerr and Jermier's (1978) original scale, and their nomological validity was evaluated. The overall pattern of results indicated that both versions were reasonably reliable and valid, and both were better than Kerr and Jermier's original scale.
A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers' confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of products affiliated with a brand and consumers' confidence in and favorability of their evaluations of extension quality. These results were not replicated in the survey. However, in both methods, the authors found that as portfolio quality variance decreases, a positive relationship between number of products affiliated with a brand and consumers' confidence in their extension evaluations emerges. Implications of these and other findings for both the theory and practice of brand management are discussed.
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i. e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research.