Nonprofit Brand Heritage

@article{Curran2016NonprofitBH,
  title={Nonprofit Brand Heritage},
  author={Ross Curran and Babak Taheri and R. MacIntosh and Kevin O'Gorman},
  journal={Nonprofit and Voluntary Sector Quarterly},
  year={2016},
  volume={45},
  pages={1234 - 1257}
}
Volunteer organizations operate in a challenging environment and their management practices toward volunteers have become increasingly influenced by the private sector. This case study explores the impact of brand heritage on the experience of volunteering in such managed environments. We use data from the U.K. Scouts to show that brand heritage has a positive bearing on the level of engagement volunteers experience and on their reported attitude to the way(s) in which they are managed within… 

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