یک ارزیابی از تصویر ذهنی از برند غیرانتفاعی: به سوی یک مفهوم بهتر و اندازه گیری
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44869||2015||10 صفحه PDF||سفارش دهید||8530 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 68, Issue 8, August 2015, Pages 1657–1666
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 measure consists of 6 dimensions namely, usefulness, efficiency, affect, dynamism, reliability and ethicality which are significantly related to intentions to donate money and time.