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dc.contributor.authorEwing, Michael
dc.contributor.authorNapoli, Julie
dc.date.accessioned2017-01-30T12:06:19Z
dc.date.available2017-01-30T12:06:19Z
dc.date.created2011-08-30T03:36:11Z
dc.date.issued2005
dc.identifier.citationEwing, Michael and Napoli, Julie. 2005. Developing and validating a multidimensional nonprofit brand orientation scale. Journal of Business Research. 58 (6): pp. 841-853.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/18164
dc.identifier.doi10.1016/j.jbusres.2003.09.012
dc.description.abstract

Operating in a progressively more competitive and turbulent environment, nonprofit organizations are beginning to recognize the need to become more "businesslike" and of the value of marketing in achieving a competitive advantage. Whilst marketing alone is not purported to be a "quick-fix" elixir in this regard, it does have the potential to make a useful and ongoing contribution to organizational performance in the nonprofit sector. Indeed, marketing scholars have for some time now been examining the role, function, relevance and transferability of various marketing principles and practices to nonprofit organizations. Surprisingly, the concept of brand management has been largely overlooked in this process. Using Keller's [Harv. Bus. Rev. 78 (2000) 147] brand report card (BRC) as a point of departure, this article describes the development of a reliable, valid and generalizable multidimensional scale to assess nonprofit brand orientation (NBO). Findings from two empirical surveys are presented, conclusions drawn and future research directions outlined.

dc.publisherElsevier
dc.subjectscale development
dc.subjectnonprofit organizations
dc.subjectbrand orientation
dc.titleDeveloping and validating a multidimensional nonprofit brand orientation scale
dc.typeJournal Article
dcterms.source.volume58
dcterms.source.number6
dcterms.source.startPage841
dcterms.source.endPage853
dcterms.source.issn01482963
dcterms.source.titleJournal of Business Research
curtin.accessStatusFulltext not available


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