How international nonprofits build brand equity

Autor:	Nathalie Laidler-Kylander, Bernard L. Simonin
Rok vydání:	2009
Předmět:	Marketing Economics and Econometrics Brand management business.industry Strategy and Management Key (cryptography) Brand equity Business Public relations Grounded theory System dynamics
Zdroj:	International Journal of Nonprofit and Voluntary Sector Marketing. 14:57-69
ISSN:	1479-103X 1465-4520
DOI:	10.1002/nvsm.353
Popis:	This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include: A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for-profits and nonprofits. A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach. A series of specific managerial recommendations, for building nonprofit brand equity. Copyright © 2008 John Wiley & Sons, Ltd.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::56ab9defe1e4fa394385455aa8f66c9f https://doi.org/10.1002/nvsm.353 Zobrazit plný text záznamu Plný text ve formátu PDF