Developing and validating a multidimensional nonprofit brand orientation scale

Article Abstract:

The development of a reliable, valid, and generalized multidimensional scale is described to assess nonprofit brand orientation (NBO) by using Keller's brand report card as a point of departure. The results provide evidence of the validity, reliability, and generalizability of the NBO scale revealing that it could be used to guide the internal and external brand management activities of nonprofit organizations.

Marketing procedures, Market Targeting & Approach, Analysis, Marketing, Product management, Company marketing practices, Market strategy

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Corporate sponsorship of a cause: The role of identification in purchase intent

Article Abstract:

Consumers' perception and response to corporate sponsors of nonprofit organization is studied. It is proposed on the basis of social identity theory that willingness to purchase sponsoring firms' product is related to the consumers' identification with the nonprofit organization (NPO) supported by the firm.

Management dynamics, Management, Consumer preferences, Company business management

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