IMR Revised2_25.02.pdf (365.21 kB)
Does non-profit brand image mean the same across cultures? An exploratory evaluation of non-profit brand image in three countries
journal contribution
posted on 2020-02-10, 11:15 authored by Nina MichaelidouNina Michaelidou, Milena Micevski, Selma Kadic-Maglajlic, Tribikram Budhathoki, Siddhartha SarkarPurpose – The current challenges international charities face with regards to their deteriorating image, as a result of recent scandals (e.g. Oxfam, Save the Children), provide the impetus for this exploratory research, where the purpose of this paper is to examine the conceptualization and dimensionality of non-profit brand image across national cultures.
Design/methodology/approach – The study employs a quantitative research design, using multi-country samples from India, Bosnia and Herzegovina and the UK. The authors first examine the psychometric properties of the non-profit brand image scale via confirmatory factor analysis across countries, identifying the optimal model for invariance testing. Further, the authors use multi-group invariance analysis to evaluate whether non-profit brand image (using an 18-item scale and six factors) provides equivalent measurement across cultures.
Findings – The study shows that individuals in the three countries perceive non-profit brand image equally, and as consisting of perceptions of usefulness, efficiency, affect, dynamism, reliability and ethicality. However, the results also indicate that the means of the dimensions of non-profit brand image are not comparable across different cultures.
Originality/value – The study extends limited current literature on non-profit brand image in international contexts, deriving insightful suggestions for further theoretical approaches in this under-developed research domain. It also yields key implications for charities and other non-profit organizations operating internationally, as they can use non-profit brand image and its dimensions as actionable tools in their communication campaigns to shape their brand image.
History
School
- Business and Economics
Department
- Business
Published in
International Marketing ReviewVolume
36Issue
6Pages
979 - 995Publisher
EmeraldVersion
- AM (Accepted Manuscript)
Rights holder
© Emerald Publishing LimitedPublisher statement
This paper was accepted for publication in the journal International Marketing Review and the definitive published version is available at https://doi.org/10.1108/IMR-10-2018-0284.Acceptance date
2019-03-05Publication date
2019-11-11Copyright date
2019ISSN
0265-1335Publisher version
Language
- en
Depositor
Dr Nina Michaelidou. Deposit date: 8 February 2020Usage metrics
Categories
No categories selectedLicence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC