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College Students' Intention to Volunteer for Non- profit Organizations: Does Brand Image Make a Difference?
Abstract
Non-profit organizations (NPOs) are still struggling to recruit volunteers. While the impact of the organizational brand image on recruitment has been investigated in for-profit organizations , there is a dearth of similar studies in non-profit settings. Addressing this problem, this quantitative study examines the effect of NPOs' brand image, including brand personality as the symbolic function and recognition reward as the instrumental function, on the intention to volunteer for college students. The results from 133 participants showed a significant difference in the intention to volunteer between participants exposed to NPOs with certain brand personalities and NPOs with no brand personalities at all. A significant difference was also found between participants offered recognition reward and those who were not. These results indicate the importance of brand image in increasing volunteering intention, which informs NPO practitioners to create better strategies to increase their success in recruiting volunteers.
Supplementary resource (1)
... Chapleo (2015) found that nonprofits struggle with managing their brand, encouraging employees to follow the brand standards, and improving their brand. Additionally, there is also limited research regarding how nonprofit organization branding is seen and the impact it can have on its audience, as well as how these organizations are using social media accounts (Febriani & Selamet, 2020). Chapman et al. (2015) also emphasized the limited research on nonprofits' "mission as the driver to employ social media strategies and tactics" (p. ...
... For example, the authors found that brand image can explain 31% of intentions to donate money and 24% of the intentions to donate time (Michel & Rieunier, 2012). Febriani and Selamet (2020) found those surveyed "were more willing to volunteer for organizations that presented the brand personalities through the brand logo and slogans, compared to the organizations without any presented brand personalities (p. 211)," and these individuals were also more likely to volunteer if the brand personality had an element of sincerity. ...
... 211)," and these individuals were also more likely to volunteer if the brand personality had an element of sincerity. Additionally, the college student participants identified by Febriani and Selamet (2020) were impacted by the nonprofit's logo and slogan, which shows the influence branding can have on individuals' attitudes and ultimately behaviors. A charitable organization's brand can influence behavior toward that organization. ...
... Such volunteer tourists expend discretionary time and funds to perform activities while on vacation, which involve helping under-privileged groups, preserving or restoring environments, or researching and educating communities on social and environmental concerns (Wearing & McGehee, 2013). An NFP, which effectively appeals to potential and existing volunteer tourists, requires a unique brand and personality that differentiates and connects with stakeholders (Febriani & Selamet, 2020). Of equal importance are the postparticipation outcomes from volunteer tourist engagement with NFPs as these impact loyalty behaviour (Chua et al., 2021). ...
... NFP personality expands the concept of brand personality to notfor-profit organisations (Shehu et al., 2016). However, few studies have given focus to NFP personality (Febriani & Selamet, 2020). The interchangeable use of brand personality and brand image has muddied the body of work on organisational personality (Azoulay & Kapferer, 2003), impeding progress in the area. ...
Modelling Night Occupancy of Domestic Tourists in the South Coast of Sri Lanka. Pages 73-74.
... Az önkéntes szervezeteknek az önkéntesek szempontjából is kívánatosnak kell tűnniük, ezért már kastratégia kialakítása is szükséges. A kutatások alapján kiderült, hogy a márkaimázs hatással van az önkéntes szándékra (Febriani & Selamet, 2019), ami alátámasztja a tudatos tervezés szükségességét. ...
... Forrás: saját szerkesztés Az önkéntes szervezetek kommunikációjának elemzése Mivel a márkaimázs hatással van az önkéntességre való hajlamra (Febriani & Selamet, 2019), ezért fontos az, hogy az önkéntes szervezet milyen képet mutat magáról és hogyan, mit és hol kommunikál. A hatékony kommu nikációs terv kialakításának érdekében érdemes tarta lomelemzést végezni a nagyobb, önkénteseket megszólító, ...
A napjainkban az egyre gyakoribb válsághelyzetek miatt az önkéntes szervezetek szerepe fontosabb, mint valaha. Ahhoz, hogy ezek a szervezetek hatékonyan tudjanak segíteni az arra rászorulóknak, önkéntesekre van szükségük, az önkéntesek megszólításához és toborzásához pedig elengedhetetlen a kommunikációban rejlő potenciál kihasználása. Az önkéntességet mint jelenséget vizsgáló kutatások az egyéni jellemzőket (motiváció, nem, kor, kulturális sajátosságok stb.), az önkéntesség hatásait (pl. szubjektív jóllét és elégedettség), illetve a szervezeti aspektusokat (pszichológiai szerződés, munkavállalói önkéntesség, megbízhatóság és hozzájárulás) helyezték fókuszba. A kommunikáció szerepét is azonosították, elsősorban a toborzási tevékenység és az önkéntességről való kommunikáció témájának vizsgálatával. A tanulmány célja az önkéntes tevékenységgel kapcsolatos eddigi kutatások eredményeinek összegzése integratív szakirodalmi áttekintéssel, és további lehetséges kutatási irányok felvázolása. A kutatási irányok közül a legfontosabb az önkéntességre való hajlandóság komplex vizsgálata, például a toborzási üzenettartalom és a szájreklám moderáló hatásának szempontjából, a tervezett magatartás elméletét alkalmazva.
... This desire is only limited to the intention to continue studying but has not yet reached a final decision. So asking for the lectures that are available to prospective new students, it is actually not completely certain that they choose to study at these private universities (Selamet, 2020). It is possible that in the future prospective new students will be able to switch sources of information from other universities (Sylvia, 2020). ...
... Based on the results of data analysis, it is known that the significant value of brand image on college interest is 0.000 <0.05, which means that brand image directly has a significant effect on college interest. This research supports research conducted by (Widnyana, 2021)(Ma`arif, 2021) (Selamet, 2020) which states that the university's brand image can increase interest in college in prospective new students. Furthermore, the research found that the tendency of prospective students was initially based on the image of the university. ...
Increasing the demand for college provides financial benefits for private universities to survive amid intense competition. The ability to increase interest in college, especially for prospective new students, is largely determined by accreditation, telemarketing, and the university's brand image. The main study in this research is to analyze the brand image model and college interest which is influenced by accreditation and telemarketing. The analytical method in this study uses a Structural Equation Modeling (SEM) approach based on Partial Least Square (PLS). The population in this study was 100 students of class XII in SMA/SMK/Private Aliyah in the city of Medan. The sampling technique used was accidental sampling where 100 class XII students were the main target. Data collection techniques using a questionnaire (questionnaire). The results showed that (1) directly accreditation was not significant to brand image, (2) telemarketing directly had a significant effect on brand image, (3) directly accreditation had a significant effect on college interest, (4) telemarketing directly had a significant effect on interest college interest, (5) directly brand image has a significant effect on college interest, (6) indirectly brand image has no role in mediating accreditation of college interest and (7) brand image indirectly has a role in mediating telemarketing on college interest.
... There are many different studies on students' volunteering (e.g., Cunha, Mensing and Benneworth, 2019;Power, Boughen and Ames, 2019;Kogan andKvon, 2019 or González et al., 2019). Febriani and Selamet (2020) ask if the brand image makes a difference in college students' intention to volunteer for non-profit organisations. The results indicate the importance of the brand image in increasing volunteering intention. ...
... Students also discussed the impact this type of transformative and experiential learning had on their degree and their satisfaction whilst they were at their higher education institution. Febriani and Selamet (2020) emphasize the importance of brand image in increasing volunteering intention. The research by Joseph and Carolissen (2019) suggests that the desire to help others (value) and learning interpersonal skills (understanding) are core reasons for student volunteerism. ...
Volunteering is an activity that enables the development of an individual’s competency and is also an area of interest both of society and the academic community. This article aims to compare the motivation for volunteering and the experience of volunteering with students within helping professions and economics. For the purpose of this research, a questionnaire about volunteering was compiled. The article presents the research results into volunteering of Czech students of economic and non-economic study programmes of the College of Polytechnics Jihlava (n = 282). According to the results, the field of study and the frequency of volunteering depend on each other. Students’ gender and the frequency of volunteering do not depend on each other; neither do the study field and the volunteering experience. The biggest motivations for volunteering are feeling useful, gaining new experience and skills. On the other hand, the lack of time and information (ignorance) are perceived as limitations. The study provides an opportunity for developing more guidelines in promoting volunteering activities within the young population and society as a whole.
... Bajde (2019) discusses the concept of industry branding by introducing a framework that includes institutional dimension as an influencing factor of industry brand image. Febriani and Selamet (2020) highlight that instrumental and symbolic attributes are significantly related to potential employees to apply to an organization. Moreover, apart from potential employees, current employees play a vital role in industry brand image development (Knox and Freeman, 2006). ...
... Baum and Kabst (2013) and Danler and Zehrer (2017) find that instrumental attributes significantly influence potential employees' intention to apply to a selected employer. Similarly, Febriani and Selamet (2020) show that brand image attributes, in general, are necessary for application intention. Moreover, Van Hoye and Saks (2011) apply the instrumental-symbolic framework to investigate perceptions of organizational image and find that applicants' perceptions of instrumental attributes predicted perceived organizational attractiveness. ...
Purpose
This study determines the influence of employer image on industry attractiveness in small and medium-sized hospitality firms by using the instrumental-symbolic framework adapted from marketing literature.
Design/methodology/approach
A total of 405 employees and 429 family firm owners in Bavaria were surveyed using a quantitative research design. The authors used linear and hierarchical multiple regression analyses for hypothesis testing using the variables included in the instrumental-symbolic employer image framework.
Findings
The study revealed differences in perception between employees and owners. Data showed that employees' ratings for instrumental attributes, such as job security and income options, and symbolic attributes, such as industry attractiveness, significantly differ from those of owners. Consistent with the instrumental-symbolic framework, owners' perceptions of symbolic attributes predicted their perceived industry attractiveness.
Practical implications
Owners may examine how their industry's image needs to be changed to gain positive perception by current and potential employees. Policymakers may benefit from the study’s results that may help them find the right focal points for strategies in promoting Bavaria's hospitality sector. As a result, an adequate and positive image is created that attracts workers for this sector.
Originality/value
The study addresses the rather under-researched stakeholder group of existing hospitality employees, particularly with respect to employer image. Furthermore, owners and employees are compared, regardless of their individually different relationships to the business. Employer image is connected with overall perceived industry attractiveness, stating that the industry comprises individual employing businesses and thus depends on employer image.
... Dalam era globalisasi dan kompetisi yang semakin ketat, lembaga pendidikan tinggi, seperti di perguruan tinggi swasta, memainkan peran kunci dalam mencetak sumber daya manusia yang berkualitas dan berdaya saing tinggi (Christopher et al., 2022). Salah satu aset terpenting dalam lembaga pendidikan tinggi adalah dosen (Febriani & Selamet, 2020). Kualitas kinerja dosen menjadi faktor penentu keberhasilan suatu institusi pendidikan dalam mencapai tujuannya (Haryani et al., 2023). ...
Penelitian ini bertujuan untuk menginvestigasi pengaruh kepercayaan terhadap inovasi kinerja dosen melalui penerapan prinsip servant leadership di lingkungan Institut Bisnis Informasi Teknologi dan Bisnis. Dengan menggunakan pendekatan kuantitatif dan desain penelitian survei, data dikumpulkan dari dosen yang mengajar di institut tersebut. Variabel yang diteliti meliputi tingkat kepercayaan, inovasi kinerja dosen, dan praktik servant leadership. Analisis data dilakukan menggunakan analisi jalur dengan Smart PLS. Hasil analisis menunjukkan bahwa tingkat kepercayaan yang tinggi antara dosen dan pimpinan, serta antar rekan kerja, berhubungan positif dengan tingkat inovasi kinerja dosen. Dosen yang merasa didukung dan dihargai cenderung lebih termotivasi untuk berinovasi dalam pendekatan pengajaran dan penelitian dosen. Selanjutnya praktik servant leadership yang diterapkan oleh pimpinan institut memiliki pengaruh yang signifikan terhadap inovasi kinerja dosen. Pendekatan servant leadership, yang menempatkan pelayanan terhadap bawahan sebagai fokus utama, menciptakan lingkungan kerja yang memfasilitasi pertumbuhan dan pengembangan individu. Hal ini mendorong dosen untuk berpartisipasi aktif dalam proses inovasi penelitian dosen.
... Research conducted by Foroudi et al. (2017) found that there is an influence of brand logo on brand image. Febriani & Selamet (2020) also explain that a brand logo can portray the brand's personality and image. Therefore, the researchers hypothesize that Bank Syariah Indonesia's brand logo has a positive influence on the brand image of Bank Syariah Indonesia. ...
Purpose: The main purpose of this study is to investigate the effect of the brand logo on brand image, with the mediation of brand personality and brand familiarity.
Methodology: Questionnaires were distributed online to users of Bank Syariah Indonesia throughout Indonesia and obtained data from 294 respondents that can be processed. The data processing method used was structural equation modeling.
Findings: This study found an indirect positive influence between brand logo and brand image with the mediation of brand personality and brand familiarity. Although the Bank Syariah Indonesia brand logo has a positive effect on halal brand personality, halal brand personality does not mediate the relationship between the brand logo and the brand image of Bank Syariah Indonesia.
Originality: This originality offered by this research is by comparing the constructs of brand personality with halal brand personality.
Research limitations: Limitations of this research include uneven distribution of respondents and limited previous literature regarding halal brand personality.
Practical implications: The findings of this research can provide insights for Islamic banks, especially Bank Syariah Indonesia, to develop their communication and branding strategies.
... In general, volunteers are also described as those who contribute work of their own free will for the benefit of helping others and do not receive monetary rewards in return (Febriani & Selamet, 2020;Hamzah et al., 2016;Mohamed Nor et al., 2018;Silva et al., 2018). To be more precise, volunteers are individuals who offer their time willingly without any financial gain for activities that serve the common good (Brayko et al., 2016;Liu et al., 2017;Volunteering Australia, 2015). ...
... Color delivers their own meaning based on its context (Aaker, 1997;Febriani & Selamet, 2020). The colors that used in the signage design are divided into 2 types; the main color that are applied to all types of signage to maintain the level of consistency of the signage and the secondary color, which is the color that used to distinguish the commuter train route. ...
The commuter train is one of the mass transportations that connect several regions around Jakarta, these regions were Bogor, Depok, Tangerang, and Bekasi. The user and the train station with all of the facilities within it are the aspects that relate to commuter train mobility activities. In practice, there are still problems relating to facilities for users with disabilities that haven't optimally functioned, including signage that designed for users with disabilities at commuter train stations. A special approach is needed to gain insights from users with disabilities related to their experience and needs that can be processed into consideration when designing signage in the commuter train station area so that they are able to overcome the problem that they encountered when using the facility..
... There, the authors added the tagline "The Old Javanese City" as part of the logo so that it displays the position of Kotagede as a cultural heritage area that was once one of the old cities in Java that influenced the development of Indonesia as shown in Figure 3. Colour. Past research on color and type font was used as the criteria to choose the brands' visual representatives (Malik, Naeem & Munawar, 2012;Febriani & Selamet, 2020). Therefore, the Authors looked at Kotagede's color identity carefully. ...
Kotagede is one of six cultural heritage areas in the Special Region of Yogyakarta, located 6 kms from the center of Yogyakarta city, and the centerpiece of Yogyakarta and Solo. In 2019, CNN International added Kotagede to a list of the 13 most beautiful towns in Asia. The uniqueness and historical and cultural heritage of areas in Kotagede’s make it a potential tourist destination. However, Kotagede does not have any visual identity that projects it as a unique tourist destination and historical witness of the Islamic Kingdom of Mataram. This study used Morgan, Pritchard and Pride’s methods to develop a destination brand and visual identity for Kotagede. By developing this visual identity design, the authors aim to push Kotagede’s image as a historical and cultural destination that may be popular among tourists such that it can have an impact on the tourism and economics sector of Kotagede.
... Branding NGOs, also, influence customer image to involve NGOs activities (Alkhawaldeh et al., 2020). Besides, volunteers are also motivated by the brand value of the NGOs (Febriani and Selamet, 2020). These diverse benefits of NGOs could be a cause of concerning the branding strategies of NGOs. ...
Purpose: The purpose of the study is to develop and establish a strategy for identifying the Non-Governmental Organization (NGO) branding effectively and efficiently based on the knowledge of NGO expert personnel. -------------------
Design/methodology/approach: This study has utilized the quantitative research paradigm, where primary data have been collected from the NGO experts of Bangladesh. Even though qualitative research has been marginally undertaken by reviewing the literature and focus group discussion for identifying the variables to assess the brand identification strategies, quantitative research has dominated the whole research paradigm. In doing so, descriptive research has been designed for collecting the data from the 100 NGO experts of Bangladesh by using a simple random sampling technique. Survey-based research questionnaire has been used to gather the primary data. Finally, the primary data have been analysed by using the methods of t-test, paired comparison test, frequency distribution and factor analysis utilizing SPSS software. -----------------------
Findings: The study has found the program of NGOs as a key factor of NGO brand identification followed by name, logo and slogan. However, awareness and charity related activities have been found as a critical program for NGO branding, for which social event sponsorship and television commercial could be utilized for branding communication. Above all, the creativity of program, external management and internet management are extracted as the significant factors of developing NGO program. ----------------------------------
Practical implications: Outcomes of this study will enrich the theory of branding by exploring the brand identification strategy with the necessity of NGO programs. Moreover, this study will assist the NGO practitioners to design their brand strategies. --------------------
Originality/value: The study will assist to originate the value to the policymakers, NGO professionals and stakeholders if the effective and efficient branding strategy is practised for the better proliferation of NGO programs with an insight for the NGOs in Bangladesh and other developing and developed countries of the world. ----------------------------
For Citation: Hossain, A., Arif, M. Z. U. and Saha, N. (2020), "Developing a Brand Identification Strategy for Non-Governmental Organizations (NGOs): A Descriptive View of Experts", Jahangirnagar University Journal of Business Research (JUJBR), Vol. 21, pp. 141-166. ISSN: 1681-9748 (Print), available at: https://iba-ju.edu.bd/wp-content/uploads/2021/03/9_NGO-Brand-Identification-Strategy_RH_CHECKED.pdf
... In general, volunteers are also described as those who contribute work of their own free will for the benefit of helping others and do not receive monetary rewards in return (Febriani & Selamet, 2020;Hamzah et al., 2016;Mohamed Nor et al., 2018;Silva et al., 2018). To be more precise, volunteers are individuals who offer their time willingly without any financial gain for activities that serve the common good (Brayko et al., 2016;Liu et al., 2017;Volunteering Australia, 2015). ...
The inherent potentials of the Fourth Industrial Revolution for the hospitality and
tourism industry cannot be underrated. Since its inception, the Industrial Revolution 4.0 (IR 4.0) has become the “topic of interest” in most academic conferences across the world. However, there seem to be inconclusive and non-consensual agreement among researchers as to what the concept of IR 4.0 entails. Additionally, differing opinions exist among researchers on the technological components of this revolution. Although, scholars have rooted for technologies as a major solution for the resilience on the impacts of COVID-19 on the hospitality and tourism industry, few studies have thoroughly explored these technologies for the industry. Using a critical review process, we address these gaps and present a unified typology of IR 4.0 technologies for the hospitality and tourism industry. This review conclusively theorises IR 4.0 technologies and proposes a 6-component typology of IR 4.0 as well as their opportunities for the hospitality and tourism industry. Practical and social implications are also discussed.
... In general, volunteers are also described as those who contribute work of their own free will for the benefit of helping others and do not receive monetary rewards in return (Febriani & Selamet, 2020;Hamzah et al., 2016;Mohamed Nor et al., 2018;Silva et al., 2018). To be more precise, volunteers are individuals who offer their time willingly without any financial gain for activities that serve the common good (Brayko et al., 2016;Liu et al., 2017;Volunteering Australia, 2015). ...
The success of the 29th Southeast Asian Games, known also as KL2017, was attributed to the efforts of participating athletes as well as the substantial contributions of 13,000 volunteers behind the scene. Hosted by Malaysia in 2017, the multi-sports event was declared as a "Green Games" with the adoption of an environmental sustainability management programme. This study examines factors that influenced the green volunteers deployed, who were also required to be knowledgeable about environmental sustainability and committed to promote pro-environmental beliefs at the event. An Exploratory Factor Analysis (EFA) was conducted based on the four factors of Sports Event Volunteer Motivations Scale (SEVMS)-purposive, solidary, external traditions and commitment. The findings from 518 responses to an online questionnaire reveal that green volunteers at KL2017 were highly motivated by solidary (personal growth), followed by purposive reasons (do something worthwhile), whereas external traditions produced the least motivating factors.
Aim. To identify differences in the structure of representations about volunteering among university students with and without experience in volunteering.
Methodology. 173 participants formulated associations to the word “volunteer”. Data processing: frequency analysis, z-test.
Results. There are no statistically significant differences between the groups in the frequency of semantic groups of associations regarding volunteering. Thus, the ideas of students who do not have experience in volunteering adequately reflect the content and meaning of this activity. The only difference concerns the ranking of the semantic group of associations associated with active involvement. For students with no experience of volunteering, this group occupies the fourth position out of five possible, and for student volunteers - the second position.
Research implications. The results of this study can be used in the preparation of participants in the volunteer movement at universities.
COVID-19 had an impact that was felt globally. The uncertainty of this public health emergency resulted in swift policy changes. Social distancing became a household term with little time to prepare for the social and mental health impact. It was determined early on that social isolation would pose a significant threat to those considered to be “most vulnerable”. The most vulnerable included older adults age 65 and older who may have limited capacity to complete their activities of daily living. Baltimore Neighbors Network established an initiative that trained volunteers, including students enrolled in nursing and social work programs in Baltimore City, to provide social support to the older adult population. This support was guided by an Antiracist approach.
Despite the growing support for the importance of volunteer leadership development activities across nonprofit organizations, little is known about volunteer leadership development in the field of human resource development. This narrative literature review highlighted the main challenges in running a nonprofit organization, emphasized the value of volunteer leadership development, and stressed the important role of HRD to develop more capable and trained volunteers. Due to the shortage of skilled volunteers, special efforts are needed to concentrate on volunteers' development; proper guidance and assistance are required to do this effectively and efficiently. This study opens discussion on this topic and offers overall implications for volunteer leadership development. Our findings can help professionals design thoughtful leadership development programs for volunteers and may provide a foundation for future research in the field of HRD.
Charitable organizations play a vital role in our society, as is evidenced by their enormous economic and social impact. Yet, for many of them, soliciting adequate resources to carry out their mandates is a continuing struggle. Confronted with a growing need for their services, fierce competition from other charities, and shrinking support from government agencies, charities may turn to marketers for help in developing effective promotional strategies. Unfortunately, marketing literature is unable to provide meaningful guidance because scant research attention has hampered a fuller understanding of why people help. The authors integrate relevant research in marketing, economics, sociology, and social psychology to advance theoretical understanding of helping behavior. They develop research propositions regarding specific promotional strategies that charitable organizations can employ to elicit help.
This research explores whether the type font used to represent a brand name (such as in logos or packaging) influences consumers’ perceptions of the brand’s personality. Drawing on the semantic influence of type font framework, we conducted three experimental studies involving type fonts with a wide range of design characteristics: Study 1 shows that type font characteristics (naturalness, elaborate, harmony, flourish, and weight) influence brand personality perceptions (excitement, sincerity, sophistication, competence, and ruggedness). Type font naturalness, harmony, and flourish emerge as the most important type font characteristics evoking higher levels of most personality dimensions. Study 2 extends the research to new brand names and finds that the effect of naturalness in type font designs is a key driver to eliciting brand personality dimensions. Study 3 then explores whether type font characteristics and type font color interactively affect brand personality dimensions. Results show that the influence of type font color on brand personality perceptions is independent of the impact of the type font itself. These results provide initial guidelines for type font selection to achieve desired brand personality and raise questions for future research.
This article develops empirically based guidelines to help managers select typefaces that affect strategically valued impressions. The authors discuss the potential trade-offs among the impressions created by typeface (e.g., pleasing, engaging, reassuring, prominent). The selection of typeface can be simplified with the use of six underlying design dimensions: elaborate, harmony, natural, flourish, weight, and compressed.
This report is the second in a series of briefs reporting on
findings from a 2003 survey of volunteer management
capacity among charities and congregations. The findings
in this report are based on conversations with a
systematic sample of charities about their practices,
challenges, and aspirations for their volunteer programs.
We focus on charities’ adoption of nine recommended
practices for volunteer management. Further, we explore
the relationship between adoption of these practices,
other organizational characteristics, and the retention of
volunteers. The practices under study are supervision and
communication with volunteers, liability coverage for volunteers,
screening and matching volunteers to jobs, regular
collection of information on volunteer involvement, written
policies and job descriptions for volunteers, recognition
activities, annual measurement of volunteer impact,
training and professional development for volunteers, and
training for paid staff in working with volunteers.
This study investigates which of four objective organisational characteristics determine the attractiveness of organisations for prospective applicants and the degree to which the Big Five personality factors moderate the effects of some of these organisational attributes. To this end, 359 final-year students (engineering and business majors, 71% men, mean age = 22.4 years) read short descriptions of organisations. These descriptions varied on four organisational characteristics (i.e. organisation size, level of internationalisation, pay mix, and level of centralisation). The students had to indicate their attraction to the organisation. Additionally, they provided self-ratings on a personality inventory. The results show that prospective applicants are more attracted to large-sized, medium-sized, decentralised, and multinational organisations. Next, the results indicate that several personality characteristics moderate the effects of organisational characteristics on attractiveness. For instance, the factor conscientiousness moderates the effect of organisational size, with subjects high on conscientiousness being more attracted to large-sized organisations. The factor openness/intellect moderates the effect of internationalisation, with subjects high on openness/intellect being more attracted to multinational organisations.
This study adds a new marketing-based angle to the study of the attractiveness of organizations in the early stages of the recruitment process. Drawing on the instrumental-symbolic framework from the marketing literature, we expected that the meanings (in terms of inferred traits) that prospective applicants associate with employing organizations would play an important role in applicants' attractiveness to these organizations. Two groups of prospective applicants (275 final-year students and 124 bank employees) were drawn from the applicant population targeted by the bank industry. These applicants were asked to rate a randomly assigned bank in terms of job/organizational factors and to ascribe traits to this bank. In both samples, trait inferences about organizations accounted for incremental variance over job and organizational attributes in predicting an organization's perceived attractiveness as an employer. Moreover, it was easier to differentiate among organizations on the basis of trait inferences versus traditional job and organizational attributes. Practical implications for image audit and image management are discussed.
This study based on Kazakhstan nonprofit organizations (NPOs) is the first to address the important issue of the relationship
between volunteer management and volunteer program effectiveness in an international setting. Our inquiry is informed by findings
of US scholars that show that the adoption of a recommended set of volunteer management practices is related to the level
of effectiveness achieved with volunteer involvement in NPOs. The paper advances a path model to explain volunteer program
effectiveness, with volunteer management practices the crucial intermediate variable. Based on data collected in a survey
of Almaty (Kazakhstan) NPOs in 2004, the empirical analysis yields considerable support for a path model that focuses on both
the adoption of these practices and the attainment of program effectiveness. Given the heterogeneity of NPOs, not every organization
can be expected to benefit from the adoption of the recommended practices. Nevertheless, results suggest that they offer one
workable means for successfully integrating volunteers.
This article examines the self-presentation goals that underlie attraction to organizations. Expanding on Lievens and Highhouse’s (2003) instrumental vs. symbolic classification of corporate attributes, a theory of symbolic attraction is presented that posits social-identity consciousness as a moderator of the relation between symbolic inferences about organizations (e.g., this company is dynamic and innovative) and attraction to those organizations. A measure of social-identity consciousness is developed, and a series of studies confirmed two dimensions, labeled concern for social adjustment and concern for value expression. Preliminary evidence supports the validity of the measure and its role in moderating attraction to symbolic features of well-known firms.
The significance of volunteering for both individuals and society has lead to numerous studies on this behavior across the social sciences. However, virtually no prior research has evaluated how and to what extent organizations can effectively encourage individuals to contribute time to a worthy cause. The present research uses a social norm perspective to examine the conditions under which promotional appeals based on group need and promises of recognition affect volunteerism. The perspective suggests that norm compliance can be expected only when the prescribed behavior is both important to the group's welfare and subject to group-mediated rewards. Consequently, we hypothesize that promotional appeals based on group need and promised recognition are effective only when they are used in combination. Results of a laboratory and a field experiment are consistent with this hypothesis and provide insights into the process by which the appeals affect individuals' decisions to help. The results also have implications for understanding and promoting other socially desirable behaviors such as recycling, energy conservation, litter reduction, and the purchase of "green" products. Copyright 1998 by the University of Chicago.
The authors conducted 4 studies to construct a multidimensional measure of perceptions of organization personality. Results of the first 2 studies suggest that (a) 5 broad factors are sufficient to capture the structure of organization personality perceptions, (b) real-world organizations differ on personality profiles, and (c) personality trait inferences are related to organizational attraction. Results of a 3rd study suggest that personality trait inferences assessed in 1 sample are related lo ratings of organizational attractiveness by a 2nd sample. Finally, results of a 4th study suggest that the measure is sensitive to experimental manipulations of organizational descriptions. Implications and suggestions for the use of this measure in future research are discussed.
Attracting high-performing applicants is a critical component of personnel selection and overall organizational success. In this study, the authors meta-analyzed 667 coefficients from 71 studies examining relationships between various predictors with job-organization attraction, job pursuit intentions, acceptance intentions, and job choice. The moderating effects of applicant gender, race, and applicant versus nonapplicant status were also examined. Results showed that applicant attraction outcomes were predicted by job-organization characteristics, recruiter behaviors, perceptions of the recruiting process, perceived fit, and hiring expectancies, but not recruiter demographics or perceived alternatives. Path analyses showed that applicant attitudes and intentions mediated the predictor-job choice relationships. The authors discuss the implications of these findings for recruiting theory, research, and practice.
Recruitment theory and research show that objective characteristics, subjective considerations, and critical contact send signals to prospective applicants about the organization and available opportunities. In the generating applicants phase of recruitment, critical contact may consist largely of interactions with recruitment sources (e.g., newspaper ads, job fairs, organization Web sites); however, research has yet to fully address how all 3 types of signaling mechanisms influence early job pursuit decisions in the context of organizational recruitment Web sites. Results based on data from 814 student participants searching actual organization Web sites support and extend signaling and brand equity theories by showing that job information (directly) and organization information (indirectly) are related to intentions to pursue employment when a priori perceptions of image are controlled. A priori organization image is related to pursuit intentions when subsequent information search is controlled, but organization familiarity is not, and attitudes about a recruitment source also influence attraction and partially mediate the effects of organization information. Theoretical and practical implications for recruitment are discussed.
This paper reports results from a longitudinal field experiment examining the evolution of relationships between consumers and an on-line photography brand in response to brand personality and transgression manipulations. Development patterns differed significantly for the two personalities, whereby relationships with sincere brands deepened over time in line with friendship templates, and relationships with exciting brands evinced a trajectory characteristic of short-lived flings. However, these patterns held only when the relationship proceeded without a brand transgression. Relationships with sincere brands suffered dramatically and irrevocably in the wake of transgressions but, surprisingly, showed signs of reinvigoration for exciting brands. Character inferences concerning the quality of the brand as a relationship partner mediated the results. Findings suggest a dynamic construal of brand personality, greater attention to interrupt events including transgressions, and consideration of the relationship contracts formed at the hands of different brands.
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.
Here are 20 ways to focus more closely on satisfying hotel guests—thereby making more money for the property.
The internal marketing concept specifies that an organisation’s employees are its first market. Themes such as ‘internal advertising’ and ‘internal branding’ have recently entered the marketing lexicon. One component of internal marketing that is still underdeveloped is ‘employer branding’ and specifically ‘employer attractiveness’. Employer attractiveness is defined as the envisioned benefits that a potential employee sees in working for a specific organisation. It constitutes an important concept in knowledge-intensive contexts where attracting employees with superior skills and knowledge comprises a primary source of competitive advantage. In this paper, we identify and operationalise the components of employer attractiveness from the perspective of potential employees. Specifically we develop a scale for the measurement of employer attractiveness. Implications of the research are discussed, limitations noted and future research directions suggested.
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
The principal objective of this article was to determine how volunteers’ activities are influenced by the expressed recognition of and reward for their contributions. Data were gathered from 248 volunteer centers throughout the Republic of Korea, and a total of 705 cases were analyzed. The analysis results reveal that “occasional” recognition can prove more helpful in maintaining the satisfaction with and continuity of volunteer activities than “absent” or “excessive” recognition. Our findings in this regard help to explain the observation that volunteers’ satisfaction and continuity are not driven strictly by external recognition and rewards.
Purpose ‐ The importance of employer branding to attract talent in organizations is increasing rapidly. Brand personality traits, particularly, have been shown to explain considerable variance in employer brand attractiveness. Despite such awareness, little is known about the underlying processes of this effect. The purpose of the authors is to close the research gap by drawing on a consumer brand model of brand affect and trust as a means of explaining employer brand attractiveness. Design/methodology/approach ‐ Students interested in working in the consultancy industry completed a survey designed to evaluate consultancy employer brands. Established scales for brand personality, trust, and affect, and employer brand attractiveness were used to test the conceptual model. Findings ‐ The results indicate that employer brand trust and affect are both influenced by the brand personality trait sincerity. Further, employer brand affect was positively affected by the traits excitement and sophistication, while negatively affected by ruggedness. Together, employer brand affect and trust explain 71 per cent of the variance in employer brand attractiveness. Research limitations/implications ‐ While the results show the importance of branding an organization as a sincere, exciting, and sophisticated employer, future research is needed to identify adequate marketing tools to achieve this goal, also in other industries besides the one investigated here. Originality/value ‐ This study is the first to apply a model that includes brand personality, trust, and affect to employer branding. By doing so, the variance explained in employer brand attractiveness could be increased substantially.
Paper ist currently FREE accesible at: http://www.emeraldinsight.com/doi/pdfplus/10.1108/EJM-02-2012-0113
This article presents a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework. The model distinguishes three levels of consumer engagement (object-centered, self-centered and social) and five processes (identifying, experiencing, integrating, signifying and connecting). Pertinent psychological constructs and empirical findings are presented for the constructs within each process. The article concludes with research ideas to test the model using both standard and consumer-neuroscience methods.
From beverages to consumer electronics, marketers are using color in innovative ways. Despite this, little academic research
has investigated the role that color plays in marketing. This paper examines how color affects consumer perceptions through
a series of four studies. The authors provide a framework and empirical evidence that draws on research in aesthetics, color
psychology, and associative learning to map hues onto brand personality dimensions (Study 1), as well as examine the roles
of saturation and value for amplifying brand personality traits (Study 2). The authors also demonstrate how marketers can
strategically use color to alter brand personality and purchase intent (Study 3), and how color influences the likability
and familiarity of a brand (Study 4). The results underscore the importance of recognizing the impact of color in forming
consumer brand perceptions.
In recent years, marketing research has paid considerable attention to the symbolic meaning consumers attribute to brands. One important symbolic brand association is brand personality. While the brand personality scale that Aaker has proposed in her well-known article has been applied to different products and product groups in different countries, an application to retailing is rare. Based on the data of an empirical study in Germany (n = 1337), we demonstrate that the scale is applicable for retail brands in Germany, that it serves well to clearly differentiate between retailers and that the dimensions of the brand personality directly influence the store loyalty of consumers.
In this research, a conceptual framework is developed that addresses the impact of typeface semantic cues within a marketing context. Visual properties of typefaces are conceptualized as communicating unique semantic associations to individuals distinct from the content of the written words they clothe. Typeface associations are investigated across varying levels of involvement in terms of their effect upon brand perceptions. These associations also influenced the memorability of advertised benefit claims. Memorability was enhanced as the degree of consistency among typeface semantic cues, advertisement visual cues, and advertisement copy claims increased. Extensions of this framework focus on obtaining a more complete understanding concerning the semantic pathways through which typefaces convey meaning.
Restaurants may develop distinctive personalities. The question is, can consumers distinguish among those personalities?
Marketing concepts such as corporate identity, image, and branding are important strategies for nonprofit organizations. In
particular, brand personality has been advocated by practitioners but has not been empirically investigated in the nonprofit
context. According to social exchange theory and trust, the authors argue that nonprofit stakeholders perceive nonprofit organizations
at an abstract level because of the organizations’ intangibility and social ideals. This study develops and refines a parsimonious
measure of brand personality specifically for the nonprofit context. The authors conduct a series of six multimethod studies
of nonprofit stakeholders to validate the role of brand personality in nonprofit organizations. The results yield four dimensions
of brand personality for nonprofits: integrity, nurturance, sophistication, and ruggedness. Thus, current and potential donors
ascribe personality traits to nonprofit organizations and differentiate between nonprofits on the basis of the organizations’
personality. Finally, nonprofit brand personality may influence potential donors’ likelihood to contribute.
Purpose
The purpose of this research is to examine the impact of brand personality on purchase intent and the influence of three design elements of wine labels on brand personality.
Design/methodology/approach
Participants made brand personality judgments and rated their purchase intent for subsets of 90 experimental wine labels, which varied along the dimensions of color, illustration, and design layout.
Findings
Brand personality explained nearly half of the variance in purchase intent, with the facets successful, charming, spirited, and up‐to‐date being most strongly correlated with purchase intent. Of the three dimensions of visual design studied, the illustration used on the label had the greatest impact on both purchase intent and perceptions of brand personality.
Research limitations/implications
This study used a proxy to measure purchase intent and studied only a subset of brand personality facets, limiting the generality of findings.
Practical implications
This research offers brand managers a potential means of evaluating prospective designs in terms of their likely impact on purchase intent and consumer perceptions of brand personality, and suggests general guidelines for the design of product line extensions from a successful label design.
Originality/value
This research helps brand managers and packaging designers to leverage brand personality research and evaluate the effectiveness of new designs.
This paper applies marketing concepts to the recruitment research literature in order to develop the concept of employer knowledge, or the beliefs that a job seeker holds about a potential employer. Job seekers' employer knowledge creates value for an organization because it determines how they pursue and process information about the organization, whether they accept jobs with the organization, what they expect from the organization as new employees, and whether they purchase products and services from the firm in the future. Drawing on the marketing literature, this paper: (1) differentiates the dimensions of employer knowledge, (2) describes the sources of employer knowledge and how these information sources are processed by job seekers, and (3) describes how and why job seekers' employer knowledge represents a valuable asset to organizations. The discussion illustrates the implications of the model for recruitment researchers and managers, and suggests new perspectives and research directions that emerge from integrating of marketing and recruiting literatures.
Two groups of people (design students and university students) rated twelve different typefaces on a number of semantic rating scales. Analysis of the data revealed four major semantic dimensions. Comparisons between the factor scores for the two groups of people revealed both general similarities of pattern and marked discrepancies on certain factors for most of the typefaces. It was concluded that designers must be aware of the fact that their audience may perceive the semantic qualities of typefaces differently to themselves. These differences may have significant effects on the perceived appropriateness of a typeface for a given design function.
This paper examines the role of non-governmental organizations (NGOs) in service provision with a special focus on Sub-Saharan Africa and Asia. First, it reviews the conceptual and taxonomic issues in NGOs. It then proceeds to examine the performance of NGOs in some countries. The paper notes the increased relevance of NGOs in many countries. It, however, argues that any expectation that the NGOs will supplant the state in service provision is likely to be utopian. It contends that just as we have government failure and market failure, we can also have third sector failure. The paper argues for an appropriate balance between the state and NGOs in meeting the needs of the poor. It concludes that while it may be necessary to continue to strengthen the private sector and the third sector, it would be useful to continue to inquire into how the state can be effective.
A functional approach to understanding the volunteer process was applied to 192 predominantly long-term hospice volunteers. The relationships among volunteer antecedents (motives), experiences (motive fulfillment, satisfaction), and outcomes (time spent volunteering, length of service) were examined. Participants reported greater satisfaction the more their experiences fulfilled their motivations for helping. Satisfaction also predicted time spent volunteering although not volunteer longevity. The amount of time volunteers devoted to the hospice and length of service were only weakly related to either motive or motive fulfillment. Results suggest that motivations for helping should be determined early in the volunteering process in order to match individuals with tasks they will find most rewarding. Less motivated or satisfied individuals may offer less time to the organization but remain volunteers in good standing for many years.
This article develops empirically based guidelines to assist managers in selecting or modifying package designs for achieving desired consumer responses. Seven studies identify the key types of package designs, including the factors that differentiate those package designs, and determine how these holistic designs are related to consumer brand impressions. The selection of package designs can be simplified with the use of five holistic types: massive, contrasting, natural, delicate, and nondescript designs. Sincere brands should have natural package designs, exciting brands should have contrasting designs, competent brands should have delicate designs, sophisticated brands should have natural or delicate designs, and rugged brands should have contrasting or massive designs. The authors discuss the potential trade-offs among the impressions created by holistic design types and illustrate their findings with numerous real packages.
The objectives of this study were to obtain a deeper understanding of the donor behavior characteristics of young affluent individuals; and to ascertain whether young affluent women differed significantly from young affluent males in their approaches to philanthropy. Two hundred and seventeen investment bankers, accountants, and corporate lawyers, aged under 40 years, earning more than 50,000 annually and working in the City of London were questioned about their attitudes and behavior in relation to charitable giving. Significant differences emerged between the donor behavior characteristics of males and females. A conjoint analysis revealed that whereas men were more interested in donating to the arts sector in return for social rewards (invitations to gala events and black-tie dinners, for example), women had strong predilections to give to people charities and sought personal recognition from the charity to which they donated.
Due to a tight labour market, some Western organisations are now looking for new ways to attract highly qualified applicants. This paper examines the influence of the corporate image and the company employment image on the application intentions of graduate business students. We begin by investigating the dimensional composition of these images, both by literature search and empirically. Second, we determine their influence on the application intentions. The intermediary role of information use will also receive attention. Our results show that both types of images have independent significant positive effects on the intentions to apply and are thus important and valuable tools on the labour market, although strongly different.
Nonprofit organizations (NPOs) contribute to society through their social value creation. They operate in an increasingly turbulent context where building sustainable organizations has emerged as a critical need. Past authors have discussed this important issue in a fragmented manner. Using multiple case studies of socially entrepreneurial NPOs, this paper examines how the need for building a sustainable organization has impacted on the strategy focus of the nonprofit organization. The findings suggest that in response to an increased competitive environment, NPOs have been forced to adopt an organizational sustainability focus in both strategic and operational levels of management. The study makes a strong contribution to current debate in social entrepreneurship and to a broader agenda concerned with developing sustainable organizations. Whilst the findings have important implications for theory and current practice, the paper concludes with suggestions for future research at the interstices of these areas.
The research reported here comprises an empirical investigation of the phenomenon of typographic allusion. In a preliminary study, subjects rated the perceptual qualities possessed by different typefaces (e.g. heavy-light, fast-slow). The results indicated that subjects agreed as to typeface characteristics and that typefaces were distinguished by such qualities. In Expt 1, subjects undertook a speeded decision task in which they responded according to which one of four adjectives appeared tachistoscopically. Each word appeared in a typeface whose qualities were either consistent or inconsistent with its meaning. Reaction times for inconsistent stimuli were significantly slower than those for consistent trials. In preparation for Expt 2, the same rating procedure was used to elicit subjects’ judgements of the attributes of different animals. Subjects agreed as to animals’ qualities and such qualities reliably distinguished between the animals. The names of these animals were then used as targets in a binary decision task and each one appeared in a typeface possessing qualities which were either congruent or incongruent with those of the animal. Subjects responded according to whether they considered the animal presented on each trial to be heavy or light, or fast or slow moving. Responses on trials in which the animal and typeface possessed conflicting attributes were significantly slower than responses when animal and typeface qualities were congruent.
These results are discussed in relation to current views regarding the processing of written English. We argue that typographic features of words are able to access a semantic code and that this code can interact with the derivation of a linguistic code specifying a word's meaning and/or with post-lexical access decision processes.
The pictorial content of visual memories recalled by association is embodied by neuronal activity at the highest processing stages of primate visual cortex. This activity is elicited by top-down signals from the frontal lobe and recapitulates the bottom-up pattern normally obtained by the recalled stimulus. To explore the generality and mechanisms of this phenomenon, we recorded motion-sensitive neurons at an early stage of cortical processing. After monkeys learned to associate directions of motion with static shapes, these neurons exhibited unprecedented selectivity for the shapes. This emergent shape selectivity reflects activation of neurons representing the motion stimuli recalled by association, and it suggests that recall-related activity may be a general feature of neurons in visual cortex.
The brand personality component of brand goodwill: Some antecedents and consequences
- R Batra
- D R Lehmann
- D Singh
Batra, R., Lehmann, D. R., & Singh, D. (1993). The brand personality component of brand
goodwill: Some antecedents and consequences. Pp. 67-82, In D. A. Aaker & A. Biel (Eds.),
Brand equity and advertising. Hillsdale, NJ: Lawrence Erlbaum Associates.
Volunteer rate down slightly for the year ending
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A matter of design: job design theory and application to the voluntary sector. Volunteer Canada
- P Bowen
- L Chatterton-Luchuk
- R Hiscott
- R Mackenzie
- J Sanderson
- J Shouldice
- B Stratton
Bowen, P., Chatterton-Luchuk, L., Hiscott, R., Mackenzie, R., Sanderson, J., Shouldice, J.,
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Understanding the volunteer market: The what, where, who and why of volunteering. International Journal of Non-profit and Voluntary Sector Marketing
- H Bussell
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Bussell, H., & Forbes, D. (2002). Understanding the volunteer market: The what, where, who
and why of volunteering. International Journal of Non-profit and Voluntary Sector
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The determinants of job seekers' reputation perceptions
- D M Cable
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Cable, D. M., & Graham, M. E. (2000). The determinants of job seekers' reputation perceptions. Journal of Organizational Behavior, 21, 929-947. doi:10.1002/(ISSN)1099-1379
The use and effectiveness of online social media in volunteer organizations (3629306)
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organizations (3629306). Available from ProQuest Dissertations & Theses Global.
(1561559474). Retrieved from https://emporiastate.idm.oclc.org/login?url=https://search.
proquest.com/docview/1561559474?accountid=27180