How international nonprofits build brand equity

Abstract

Abstract This paper describes an empirical model of brand equity for international nonprofit organizations and offers nonprofit managers suggestions for the management of their brands. The main areas of interest include: A review of the importance of branding for nonprofits, the lack of a brand equity models specifically for nonprofits, and the key differences between for‐profits and nonprofits. A proposed nonprofit brand equity model, based on a grounded theory and system dynamics approach. A series of specific managerial recommendations, for building nonprofit brand equity. Copyright © 2008 John Wiley & Sons, Ltd.

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