An evaluation of nonprofit brand image: towards a better conceptualization and measurement

  title={An evaluation of nonprofit brand image: towards a better conceptualization and measurement},
  author={N. Michaelidou and M. Micevski and John W. Cadogan},
  journal={Journal of Business Research},
  • N. Michaelidou, M. Micevski, John W. Cadogan
  • Published 2015
  • Psychology
  • Journal of Business Research
  • 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… CONTINUE READING
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