Factors influencing the brand equity of nonprofits : the case study of FLAD
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/37108 |
Resumo: | Purpose: As brand management becomes well-established within the for-profit field, the same hasn’t been felt in the nonprofit sector. In response, this project provides insights into the conceptualization and operationalization of nonprofit customer-based brand equity, by evaluating and providing strategies to improve FLAD’s (Luso-American Development Foundation) value as a brand. For this purpose, the present research improves and further validates the measurement scale of Boenigk and Becker (2016), including the dimensions of awareness, trust and commitment, for which behavioral intentions were added. Methodology: All constructs under analysis were identified and operationalized based on an extensive literature review and a detailed assessment of the existing brand equity models for nonprofits. The selected measurement instrument to evaluate FLAD’s brand equity was based on the scale developed by Boenigk and Becker (2016). The data collected from an online survey (n=203) was mostly analyzed through descriptive statistics. Findings: The results point to trust and behavioral intentions as the dimensions that most contribute to FLAD’s brand equity, while commitment and awareness fall short in this assessment. Further recommendations to improve FLAD’s brand equity are discussed. Research limitation: Future research should test the efficacy, generability and robustness of the proposed nonprofit customer-based brand equity model, based on Boenigk and Becker’s (2016) study. Recommendations are made to use more statistical instruments, different samples and nonprofit types, as well as incorporate other dimensions of brand equity not analyzed in this project. Originality: The brand equity model established for FLAD in this project provides the basis for other nonprofits, especially in Portugal, to evaluate their brand’s performance over time, compare it to competitors and develop accordant marketing strategies where and when needed. Additionally, this study contributes to the research field of nonprofit branding, so these organizations are better equipped to support such activities successfully. |
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Factors influencing the brand equity of nonprofits : the case study of FLADNonprofitCustomer-based brand equityMarketingBrandingDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoPurpose: As brand management becomes well-established within the for-profit field, the same hasn’t been felt in the nonprofit sector. In response, this project provides insights into the conceptualization and operationalization of nonprofit customer-based brand equity, by evaluating and providing strategies to improve FLAD’s (Luso-American Development Foundation) value as a brand. For this purpose, the present research improves and further validates the measurement scale of Boenigk and Becker (2016), including the dimensions of awareness, trust and commitment, for which behavioral intentions were added. Methodology: All constructs under analysis were identified and operationalized based on an extensive literature review and a detailed assessment of the existing brand equity models for nonprofits. The selected measurement instrument to evaluate FLAD’s brand equity was based on the scale developed by Boenigk and Becker (2016). The data collected from an online survey (n=203) was mostly analyzed through descriptive statistics. Findings: The results point to trust and behavioral intentions as the dimensions that most contribute to FLAD’s brand equity, while commitment and awareness fall short in this assessment. Further recommendations to improve FLAD’s brand equity are discussed. Research limitation: Future research should test the efficacy, generability and robustness of the proposed nonprofit customer-based brand equity model, based on Boenigk and Becker’s (2016) study. Recommendations are made to use more statistical instruments, different samples and nonprofit types, as well as incorporate other dimensions of brand equity not analyzed in this project. Originality: The brand equity model established for FLAD in this project provides the basis for other nonprofits, especially in Portugal, to evaluate their brand’s performance over time, compare it to competitors and develop accordant marketing strategies where and when needed. Additionally, this study contributes to the research field of nonprofit branding, so these organizations are better equipped to support such activities successfully.Diogo, João Miguel Botelho de Lemos eVeritati - Repositório Institucional da Universidade Católica PortuguesaCosta, Natacha Maria Hogg2022-03-22T10:24:51Z2022-01-282021-112022-01-28T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/37108TID:202955826enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:42:32Zoai:repositorio.ucp.pt:10400.14/37108Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:30:10.324565Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
title |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
spellingShingle |
Factors influencing the brand equity of nonprofits : the case study of FLAD Costa, Natacha Maria Hogg Nonprofit Customer-based brand equity Marketing Branding Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
title_full |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
title_fullStr |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
title_full_unstemmed |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
title_sort |
Factors influencing the brand equity of nonprofits : the case study of FLAD |
author |
Costa, Natacha Maria Hogg |
author_facet |
Costa, Natacha Maria Hogg |
author_role |
author |
dc.contributor.none.fl_str_mv |
Diogo, João Miguel Botelho de Lemos e Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Costa, Natacha Maria Hogg |
dc.subject.por.fl_str_mv |
Nonprofit Customer-based brand equity Marketing Branding Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Nonprofit Customer-based brand equity Marketing Branding Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
Purpose: As brand management becomes well-established within the for-profit field, the same hasn’t been felt in the nonprofit sector. In response, this project provides insights into the conceptualization and operationalization of nonprofit customer-based brand equity, by evaluating and providing strategies to improve FLAD’s (Luso-American Development Foundation) value as a brand. For this purpose, the present research improves and further validates the measurement scale of Boenigk and Becker (2016), including the dimensions of awareness, trust and commitment, for which behavioral intentions were added. Methodology: All constructs under analysis were identified and operationalized based on an extensive literature review and a detailed assessment of the existing brand equity models for nonprofits. The selected measurement instrument to evaluate FLAD’s brand equity was based on the scale developed by Boenigk and Becker (2016). The data collected from an online survey (n=203) was mostly analyzed through descriptive statistics. Findings: The results point to trust and behavioral intentions as the dimensions that most contribute to FLAD’s brand equity, while commitment and awareness fall short in this assessment. Further recommendations to improve FLAD’s brand equity are discussed. Research limitation: Future research should test the efficacy, generability and robustness of the proposed nonprofit customer-based brand equity model, based on Boenigk and Becker’s (2016) study. Recommendations are made to use more statistical instruments, different samples and nonprofit types, as well as incorporate other dimensions of brand equity not analyzed in this project. Originality: The brand equity model established for FLAD in this project provides the basis for other nonprofits, especially in Portugal, to evaluate their brand’s performance over time, compare it to competitors and develop accordant marketing strategies where and when needed. Additionally, this study contributes to the research field of nonprofit branding, so these organizations are better equipped to support such activities successfully. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-11 2022-03-22T10:24:51Z 2022-01-28 2022-01-28T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/37108 TID:202955826 |
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http://hdl.handle.net/10400.14/37108 |
identifier_str_mv |
TID:202955826 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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