An evaluation of nonprofit brand image: towards a better conceptualization and measurement
journal contributionposted on 2015-03-30, 11:48 authored by Nina MichaelidouNina Michaelidou, M Micevski, John Cadogan
Nonprofit brand image plays an important role in shaping consumers’ charitable donations and therefore nonprofit organizations must be aware of how consumers perceive them. This research examines nonprofit brand image and reports findings from three empirical studies, which aim to offer a better conceptualization and measurement of the concept. Study 1 investigates the psychometric properties of the Michel and Rieunier’s (2012) nonprofit brand image scales with a sample from the UK, and reports key methodological limitations. Specifically, discriminant and convergent validity tests highlight the need for further research into the dimensionality of the nonprofit brand image measures. Subsequently, studies 2 and 3 offer an improved conceptualization and measurement of nonprofit brand image and validate the scales via the use of 2 separate data sets. The new measures consists of 6 dimensions namely, usefulness, efficiency, affect, dynamism, reliability and ethicality which are significantly related to intentions to donate money and time.
- Business and Economics
Published inJournal of Business Research
Pages1657 - 1666
CitationMICHAELIDOU, N., MICEVSKI, M. and CADOGAN, J.W., 2015. An evaluation of nonprofit brand image: towards a better conceptualization and measurement. Journal of Business Research, 68(8), pp.1657-1666.
- AM (Accepted Manuscript)
Publisher statementThis work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/
NotesThis paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at http://dx.doi.org/10.1016/j.jbusres.2015.03.024