Corpus ID: 53967095

THE EFFECTS OF NONPROFIT BRAND PERSONALITY AND SELF-BRAND CONGRUITY ON BRAND RELATIONSHIPS

@inproceedings{Pronschinske2017THEEO,
  title={THE EFFECTS OF NONPROFIT BRAND PERSONALITY AND SELF-BRAND CONGRUITY ON BRAND RELATIONSHIPS},
  author={Mya R. Pronschinske},
  year={2017}
}
Nonprofit organizations’ race for support, both financial and other, has never been more competitive. While larger nonprofit organizations such as World Wildlife Fund, American Cancer Society, Habitat for Humanity, the Salvation Army, and the American Red Cross refine and build their donor networks, smaller, local nonprofits continually struggle for survival. As of yearend 2015, there were close to 1,600,000 nonprofit organizations, of which over 500,000 had less than $1million in revenue (NCCS… Expand

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