JBR_revised%20final%2012_11.pdf (257.76 kB)
Download fileAn evaluation of nonprofit brand image: towards a better conceptualization and measurement
journal contribution
posted on 2015-03-30, 11:48 authored by Nina MichaelidouNina Michaelidou, M Micevski, John CadoganNonprofit 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.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Business ResearchVolume
68Issue
8Pages
1657 - 1666Citation
MICHAELIDOU, 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.Publisher
© ElsevierVersion
- AM (Accepted Manuscript)
Publisher statement
This 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/Acceptance date
2015-03-09Publication date
2015-03-30Notes
This 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.2015.03.024ISSN
0148-2963Publisher version
Language
- en