Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

Purpose Cause-related marketing (CRM) is an ever growing marketing strategy developed
by companies that may result in a win-win-win strategy for business, non-profit organizations …

Purpose This study aims to examine articles on nonprofit branding over an 18-year time
span to develop an overview and better understanding of the subject. Design/methodology …

Purpose This study investigates relationships among components of the marketing
communication mix, brand identification, brand image, brand love and brand loyalty. The …

Purpose The growth in the number of nongovernmental organizations (NGOs) worldwide
has led to increased competition for donations. A stronger NGO brand equity will make …

Responding to a call for research into storytelling within the nonprofit context, the paper
contributes to an emerging research conversation about communicating organizational …

Adopting and clearly communicating a higher purpose has become a key priority for many
brands. More and more commercial organizations see purposeful branding as the next …

Purpose Looking for ways to gain competitive advantage (CA) is one of the most challenging
issues for today's businesses. Although previous research considered several aspects in …

Empirical evidence concerning the effects of brand activism on brand equity is growing but
remains mixed at best. Although non-profit brands increasingly implement activism …

Social media communication is attractive for non-profit organizations (NPOs); however, the
channels of social media are not homogeneous; a factor not sufficiently considered by …