Abstract
Nonprofit brand strength is conceptualized as the degree to which a nonprofit brand is well known to a target group, is perceived favorably by a target group, and is perceived to be remarkable by a target group. Hence, the authors conceptualize nonprofit brand strength as a priori having three dimensions: familiarity, remarkability, and attitude. The authors report the development of a nonprofit brand strength scale, using a series of charity brands, in three separate studies, supporting the scale’s reliability and validity. The scale’s ability to differentiate charities based on their respective nonprofit brand strength levels is demonstrated. Moreover, nonprofit brand strength is shown to be antecedent to a target group’s affective dispositions and behavioral intentions toward the nonprofit brand.
Résumé
La force de la marque d’une organisation à but non lucratif est considérée comme le degré de reconnaissance de cette marque par un groupe cible, le degré de perception favorable et le degré de perception comme étant remarquable par ce groupe. En conséquence, les auteurs conceptualisent la force de la marque d’une organisation à but non lucratif comme comprenant a priori trois aspects: familiarité, caractère distinctif et attitude. Les auteurs décrivent la conception d’une échelle de force des marques des organisations à but non lucratif grâce à un ensemble de marques d’associations caritatives, dans trois études distinctes, pour confirmer la fiabilité et la validité de l’échelle. La capacité de l’échelle à différencier les organisations caritatives en fonction des niveaux de force des marques de leurs organisations à but non lucratif respectives est démontrée. De plus, il est montré que la force de la marque d’une organisation à but non lucratif précède les dispositions affectives et les intentions comportementales du groupe cible envers la marque.
Zusammenfassung
Die Markenstärke im gemeinnützigen Bereich wird begrifflich erfasst als das Maß, in dem eine gemeinnützige Marke bei einer Zielgruppe bekannt ist, positiv von einer Zielgruppe wahrgenommen wird und von einer Zielgruppe als bemerkenswert erachtet wird. Daher konzeptualisieren die Autoren die Markenstärke im gemeinnützigen Sektor grundsätzlich als einen Bereich mit drei Dimensionen: Vertrautheit, Besonderheit und Einstellung. Die Autoren berichten über die Entwicklung einer Skala zur Markenstärke im gemeinnützigen Bereich unter Hinzuziehung einer Reihe von gemeinnützigen Marken in drei separaten Studien als Beweis für die Zuverlässigkeit und Gültigkeit der Skala. Es wird demonstriert, dass die Skala zwischen Wohltätigkeitsorganisationen beruhend auf ihren jeweiligen Markenstärken unterscheiden kann. Darüber hinaus wird dargelegt, dass die Markenstärke im gemeinnützigen Bereich den affektiven Dispositionen und Verhaltensabsichten einer Zielgruppe gegenüber der gemeinnützigen Marke vorhergeht.
Resumen
La fortaleza de la marca sin ánimo de lucro se conceptualiza como el grado en el que una marca sin ánimo de lucro es conocida para un grupo objetivo, es percibida favorablemente por un grupo objetivo, y es percibida como destacable por un grupo objetivo. De ahí que los autores conceptualicen la fortaleza de la marca sin ánimo de lucro considerando que tiene a priori tres dimensiones: familiaridad, destacabilidad y actitud. Los autores informan del desarrollo de una escala de fortaleza de la marca sin ánimo de lucro, utilizando una serie de marcas de organizaciones benéficas, en tres estudios separados, que apoyan la fiabilidad y validez de la escala. Se demuestra la capacidad de la escala para diferenciar a las organizaciones benéficas basándose en sus respectivos niveles de fortaleza de la marca sin ánimo de lucro. Asimismo, se muestra que la fortaleza de la marca sin ánimo de lucro antecede a las disposiciones afectivas de un grupo objetivo y a las intenciones comportamentales hacia la marca sin ánimo de lucro.
摘要
非盈利品牌的优势是指非盈利性品牌在目标群体的知名度、喜爱程度和被认为优秀的程度,因此,作者认为非盈利品牌的优势是一个先验性的三维概念: 熟悉、出色和态度。 作者称其在三个单独进行的研究中运用一系列慈善品牌开发了一个非盈利性品牌优势量表,量表的信度和效度得到了三个研究的支持,量表能根据慈善团体各自的品牌优势对这些慈善团体进行区分,另外, 发现非盈利品牌的优势是非盈利品牌情感倾向和行为意图的前件。
ملخص
تصور قوة العلامة التجارية الغير ربحية مثل الدرجة التي العلامة التجارية الغير ربحية معروفة بها لفئة مستهدفة، ينظر إليها بعين العطف من قبل الفئة المستهدفة، وينظر إليها على أنها لافتة للنظر من قبل الفئة المستهدفة. بالتالي، فإن المؤلفون تصوروا قوة العلامة التجارية الغير ربحية كبديهية لوجود ثلاثة أبعاد: المعرفة، يستحق الإهتمام، والمواقف. ذكر المؤلفون أن تطور العلامة التجارية الغير ربحية يقوي المقياس، ذلك بإستخدام مجموعة من العلامات التجارية الخيرية، في ثلاث دراسات منفصلة، يدعم ثبات وصدق المقياس. تم عرض قدرة المقياس على التفريق بين الجمعيات الخيرية على أساس مستويات قوة العلامة التجارية الغير ربحية لكل منهما. علاوة على ذلك، يظهر قوة العلامة التجارية الغير ربحية السابقة على التصرفات العاطفية لمجموعة الهدف والنوايا السلوكية تجاه العلامة التجارية الغير ربحية.
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Acknowledgments
The authors thank the Julius Paul Stiegler Memorial Foundation and the Friends Association of the Center for Public & Nonprofit Management at the University of Mannheim for the financial support of this research. They also thank the University of Lethbridge for financially supporting the data collection portion of this research project.
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Wymer, W., Gross, H.P. & Helmig, B. Nonprofit Brand Strength: What Is It? How Is It Measured? What Are Its Outcomes?. Voluntas 27, 1448–1471 (2016). https://doi.org/10.1007/s11266-015-9641-8
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DOI: https://doi.org/10.1007/s11266-015-9641-8