TY - JOUR
T1 - An Evaluation of Nonprofit Brand Image
T2 - Towards a Better Conceptualization and Measurement
AU - Michaelidou, Nina
AU - Micevski, Milena
AU - Cadogan, John W.
PY - 2015/8
Y1 - 2015/8
N2 - 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.
AB - 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.
KW - Nonprofit brand image
KW - Scale evaluation
KW - Scale validation
KW - Scale extension and improvement
KW - Nonprofit brand image
KW - Scale evaluation
KW - Scale validation
KW - Scale extension and improvement
U2 - 10.1016/j.jbusres.2015.03.024
DO - 10.1016/j.jbusres.2015.03.024
M3 - Journal article
SN - 0148-2963
VL - 68
SP - 1657
EP - 1666
JO - Journal of Business Research
JF - Journal of Business Research
IS - 8
ER -